The three Ms of customer loyalty - 4 0 16; Crosby, Lawrence A., Johnson, Sheree L.; 5 (American Marketing Association, 2004)
ABSTRACT : A recent survey by the Wharton School of the University of Pennsylvania shows that many companies make little or no effort to identify the shortcomings in their strategies for identifying customer loyalty (CL). The three Ms for understanding customers, measuring, modeling, and managing are analyzed
Keywords: 2 -- 0; 6; Customer loyalty -- Management dynamics -- Management -- Company business management; 20; 2