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Lacy, Alan J., 79
Lanaham, Michael, 133
Lands’ End, 220
Lay, Ken, 117
Leech, Peter, 98
Lemon, Katherine, 52
Lethert, Joe, 138
Levi Strauss, 91
Levitt, Ted, 36
Lewis, Marianne, 146
Libey, Donald, 123
Libey, Inc., 123
Liquid Agency Inc., 117
listening to customers, 37–42
LiveWire Inc., 7
Lowenstein, Michael, 94
loyalty, customer, 30–31
measuring, 229–233
loyalty.com (Newell), 3
Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, The (Reicheld), 226
Loyalty Marketing: The Second Act (Woolf), 93
loyalty programs/cards, 16–17, 20
CMR and, 99–101
problems with, 98–99
value of, 93–98
Luengo-Jones, Steve, 28
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