Increasing revenues in furniture sales by increasing customer retention - How a manufacturer binds retailers - and in turn helps them to bind their customers

Wolfgang Dittrich

From a business point of view, Germany is made up of about 35 million households. These people purchase lots of food, cars, jelly babies, mountain bikes etc.

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...

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