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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






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Status: 06. Februar 2010