The new face of marketing: targeting your efforts more cost effectively to increase commitment

David Jamieson

Getting close to customers, understanding and meeting their needs in terms of products, services and business relationships have been for many years the key corporate success factors.

The new face of marketing. Targeting your effort more cost effectively to increase commitment

David JamiesonTaylor Nelson AGB, United Kingdom

INTRODUCTION

From our international experience there are now three key issues that impact or should impact on future marketing activities amongst organisations who are genuinely customer driven:

  • retention of customers and longevity of relationship,
  • maximising effectiveness of marketing spend,
  • attraction of competitors' customers.

Almost certainly the key factor is retention of customers and more and more organisations are now re–focussing their efforts towards retaining their existing customers for longer and to benefit from the resultant impact on the bottom...

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