Understanding Advocacy, Loyalty and Committment. Loyalty - A 'Cash Cow' by definition?

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 68, Bournemouth University (Media School), course: Direct Marketing and Customer Relationship Management, language: English, abstract: Facing an increasing competition for customers, Relationship Marketing has been acknowledged by many researchers and practitioners as “the new othodo...