Uskollinen asiakas – Kuluttaja-asiakkuuksien johtaminen

Uskollinen asiakas  – Kuluttaja-asiakkuuksien johtaminen
Heli Arantola (WSOY 2003)

Dr. Heli Arantola released her book “Uskollinen Asiakas – kuluttaja-asiakkuuksien johtaminen” in 2003 . The book explains customer loyalty as a phenomenon and looks into e.g. national and international loyalty programmes. For the first time the consumers’ experiences of different relationships and loyalty programs as well as motivations for long-term relationships are explored.

The book concentrates on strategically important parts of consumer marketing such as the future of loyalty programs. The book also contains a number of national and international case examples that offer interesting perspectives to consumer loyalty.