themanager.org

Home

Search

Publications

German Portal

Life-Links

Newsletter

 About RMP

About themanager

Sitemap


 
Send to a friend
Broken Link?
 
 
 


Marketing - Customer Retention

 

 
Customer retention: a potentially potent marketing management strategy The traditional marketing approach advocates the marketing mix principles and the quest for market share dominance through mass marketing techniques and a focus on new customer acquisition. This approach has guided managers for decades in planning and implementing their marketing strategies . Customer retention, in the traditional marketing approach, is seen as the 'endí rather than the means to delivering long-term profitability to firms. This paper discusses key issues pertaining to customer retention management, namely its definition, forms of measure, benefits and potential strategies for application. It uses examples from a variety of contexts. It is proposed that customer retention should be part of the strategic marketing planning process . Customer retention, we envisage, is a potentially potent marketing management strategy. pdf

 

Back

 

 

 
   
         

If you have questions or comments to our website, do not hesitate to contact us (comments and questions are always welcomed): webmaster2 AT reckliesmp.de 
Copyright © 2001 Recklies Management Project GmbH
Status: 06. Februar 2010