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This paper examines types of customer purchase decisions as they relate to customer relationship activities. Included in this discussion is the manner in which customer relationship activities relate to a typology of consumer decision making. In this typology, consumer decisions are classified as limited, moderate, or extended problem solving. This classification system is based on both market and consumer characteristics. Depending on how the product is viewed by the target market, the customer relationship activities will vary. This typology should prove most useful for the analysis of marketing strategies for firms engaged in consumer marketing.
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