Centro de Documentacion de Fundación MAPFRE - The Mismanagement of customer loyalty

MAP20071502674

The Mismanagement of customer loyalty / by Werner Reinartz and V. Kumar

The article knows strategies for managing relationships with customer who have different probility and loyalty profiles. Let's beguin, though, by reconsidering the evidence for the link beteween loyalty and profitability

En: Harvard business review. - Boston. - July 2002 ; p. 86-94

1. Fidelización de clientes . 2. Satisfacción del cliente . 3. Rentabilidad . 4. Marketing de relaciones . I. Kumar, V . II. Título. III. Título: Harvard business review.