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_aThe three Ms of customer loyalty
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_bAmerican Marketing Association,
_c2004.;July/August 200446
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_aunmediated
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_aABSTRACT : 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
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_xCustomer loyalty
_aManagement dynamics
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_aCrosby, Lawrence A., Johnson, Sheree L.
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_aMarketing management 13 (4) : 2004. pp.12-13.
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