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The Mismanagement of customer loyalty

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      <subfield code="c">by Werner Reinartz and V. Kumar</subfield>
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      <subfield code="a">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</subfield>
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      <subfield code="g"> July 2002 ; p. 86-94</subfield>
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