TITLE

Dispensing with loyalty

AUTHOR(S)
Mitchell, Alan
PUB. DATE
July 2002
SOURCE
Brand Strategy;Jul2002, Issue 161, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the assumption that loyal customers are more profitable. Need for companies to focus on mutual benefit; Business-to-business marketers' argument that the most financially significant loyal accounts are often the least profitable; Research suggesting that people who spend less on a brand have a greater financial impact than people who actually defect.
ACCESSION #
7360350

 

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