Book Brief: Loyalty Rules!
The New Reality for Customer Engagement
Loyalty Rules!: How Today's Leaders Build Lasting Relationships
by Frederick F. Reichheld
Harvard Business School Press, 2001
240 pages, $27.50
The Bain & Company director follows up his best seller The Loyalty Effect by applying his theories to the digital arena. He claims that the lack of customer and employee loyalty among Internet companies is a result of poor leadership and suggests six ways managers can build loyalty.
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