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Publisher's Summary

Even as loyalty programs are launched left and right, many are being scuttled. How can that be? These days, everyone knows that an old customer retained is worth more than a new customer won. What is so hard about making a simple loyalty program work? Quite a lot, Joseph C. Nunes and Xavier Dreze say in this complete article from the April 2006 The Harvard Business Review. - From the April 2006 issue of Harvard Business Review
©2006 by the President and Fellows of Harvard College, All Rights Reserved; (P)2006 Audible Inc.
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