Thursday, May 15, 2008

Loyalty vs profitability

Book Mark
Managing Customers for Profit
V. Kumar

Loyalty does not automatically ensure profitability

Neil Kinnock’s quote - that loyalty is a fine quality, but in excess it fills political graveyards - may well apply to marketing too. “In spite of the overwhelming presence of loyalty programmes in virtually every industry, firms implemen ting them have tended to overlook certain important limitations, often to the detriment of company profitability,” writes V. Kumar in Managing Customers for Profit.


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