Customized Customer Loyalty

Duboff, Robert S.; Sherer, Lori Underhill
June 1997
Marketing Management;Summer97, Vol. 6 Issue 2, p20
Many companies today strive to develop and keep loyal, customers. But this overly simplistic strategy can lead to disaster in some cases. Four "principles of loyalty" should guide managers informing relationships with customers. All of these principles defy conventional wisdom and can be applied in almost every company—even in so-called commodity markets. INSETS: Loyalty in a Commodity World.;Early Response;Overcoming Common Barriers..


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