Story, John W.
January 2007
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p26
The article discusses efforts by marketers to develop customer relationships and customer loyalty. While customer loyalty is widely accepted as an indicator of potential success, primary loyalty behaviors that are measured by marketers often don't reliably predict future behaviors. To accurately measure customer loyalty and predict its future impact on product success, marketers must concentrate on smaller, more segmented groups and integrate an analysis of market behavior into their predictions.


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