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Lerzan Aksoy

Loyalty Myths

Hyped Strategies That Will Put You Out of Business -- and Proven Tactics That Really Work

Ebook (PDF Format)

Praise for LOYALTY MYTHS Keiningham et al. have fired a full broadside at the 'managerially correct' and seemingly unassailable notion that customer loyalty is all that matters. In examples, including First Chicago, Tansa, and Ryanair and through broadly researched data and analysis, they show that knowing what customers want and will pay for is the issue. This is a great place to start when doing a full review of the effectiveness of your marketing spend to find advantage in your competitors' inabilities to differentiate themselves. -GEORGE STALK, Senior Vice President, The Boston Consulting Group and coauthor of Hardball: Are You Playing to… Mehr

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Produktdetails


Weitere Autoren: Keiningham, Timothy L. / Vavra, Terry G. / Wallard, Henri
  • ISBN: 978-0-471-74683-6
  • EAN: 9780471746836
  • Produktnummer: 13838060
  • Verlag: Wiley
  • Sprache: Englisch
  • Erscheinungsjahr: 2005
  • Seitenangabe: 256 S.
  • Plattform: PDF
  • Masse: 4'051 KB

Über den Autor


TIMOTHY L. KEININGHAM is Senior Vice President and Head of Consulting for Ipsos Loyalty. He is the author of several books and articles on customer satisfaction and loyalty, and has won best paper awards from the Journal of Marketing and the Journal of Service Research. TERRY G. VAVRA is Chairman Emeritus of Ipsos Loyalty. He is a customer satisfaction and loyalty consultant, a public speaker on these subjects, and the author of four books (including one of the first books on CRM) and numerous articles in these fields. He is also a former educator who taught at the graduate level. LERZAN AKSOY is Assistant Professor of Marketing at Koç University in Istanbul, Turkey. Her research interests include customer satisfaction, loyalty, and relationship management. She has provided executive training on customer relationship management to executives from numerous multinational companies. HENRI WALLARD is CEO of Ipsos in charge of Ipsos Loyalty.

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