Relationship marketing

Ann Morgan

Discusses `relationship marketing' - the art of keeping customers. There are six Ps, not the traditional four: Product, Price, Place, Promotion plus People and Processes.

Relationship marketing

How market research can help build better relationships with your customers

Ann Morgan

THE MAIN difference between marketing and relationship marketing can be explained very simply. Marketing is about getting customers. Relationship marketing is about getting and keeping customers. Why does this matter, and what difference does it make to the bottom line?

Companies in every sector are developing customer loyalty strategies in order to keep customers 'on their books' for as long as possible. At the same time, rescue programmes are being devised to minimise defection. The fundamental premise, however, is that the longer a customer...

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