TITLE

Going My Way?

AUTHOR(S)
Crosby, Lawrence A.; Johnson, Sheree L.
PUB. DATE
July 2002
SOURCE
Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p10
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Discusses the evolution of customer loyalty and brand management. Focus of customer satisfaction measurement during the 1970s; Flaws in the measures of customer evaluation developed by market researchers during the 1980s; Event which confirmed the true value of a strong brand in 1988.
ACCESSION #
7116600

 

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