Markey, Rob; Ott, John; du Toit, Gerard - In: Strategy & Leadership 35 (2007) 3, pp. 32-37
Purpose – The article shows how to combine loyalty and segmentation tools to define attractive new customer segments. Design/methodology/approach – Bain's research shows how companies that use the combination excel at three skills. Successful firms: firstly, broaden their appeal by narrowing...