Loyalty Linkage

Crosby, Lawrence A.; Lunde, Brian
May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p12
The article discusses customer loyalty and retention, which are often overlooked by marketers. While chief executive officers consider these topics among the most important factors in conducting successful business, corporate marketing leaders are often more focused on marketing metrics and return on marketing investment. The author suggests that savvy marketers should correct this problem by paying more attention to customer behavior and loyalty over a long term period, rather than just looking at the short term.


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