000			01026naa a2200193uu 4500
001			9938
003			OSt
005			20190211154855.0
008			020108s2005 xx ||||gr |0|| 0 eng d
100	1		_aREINARTZ, Werner _98846
245	1	0	_aThe mismanagement of customer loyalty
260			_cjul.2002
520	3		_aMuch of the common wisdom about customer retention is bunk. To get strong returns on relationship programs, companies need a clearer understanding of the link between loyalty and profits. Who wouldn't want loyal customers? Don't they bring in all the profits? New research says no. Not all loyal customers are profitable, and many disloyal ones are highly valuable. A new approach to customer segmentation can tell you which customers are worth courting and how to make the moswt money serving them
700	1		_aKUMAR, V _919268
773	0	8	_tHarvard Business Review _g80, 7, p. 86-94 _d, jul.2002 _w
942			_cS
998			_a20020108 _bLucima _cLucimara
998			_a20060602 _b1513^b _cQuiteria
999			_aConvertido do Formato PHL _bPHL2MARC21 1.1 _c10077 _d10077
041			_aeng