![]() ![]() 1996)Copyright © 1996 Harvard Business School Publishing Corporation, all rightsreserved, reprinted by permission of Harvard Business School Press Figure 4.6 adaptedfrom Adopting share of wallet as a basis for communications and customer relation-ship management, Journal of Direct Data and Digital Marketing (Interactive Marketing),2 (1), pp. 150, © Alan Tapp Figure 4.5 adapted from The Loyalty Effect: The Hidden Force Behind Growth, Profits andLasting Values, Harvard Business School Press, Boston, MA (Reichheld, F.F. ![]() ![]() 1995) Figure 4.4 adapted from Principles of Directand Database Marketing, Pearson Education (Tapp, A. and American MarketingAssociation Figure 4.3 adapted from Relationship Marketing for Competitive Advantage:Winning and Keeping Customers, Oxford: Butterworth Heinemann (Payne, A.,Christopher, M. ![]()
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