Increasing Revenues In Furniture Sales By Increasing customer Retention - How A Manufacturer Binds Retailers - And In turn Helps Them Bind Their Customers
Wolfgang Dittrich Infratest Burke Marketingforschung GmbH, Germany
1. INTRODUCTION
The German manufacturers and commercial retailers in the last few years have seen a rise and fall in the market. Up until 1989 they profited from an economic lift. Afterwards, the fall of the wall and the reunification in the year 1990 caused a notable momentary boom.
In the meantime...