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In today's marketplace, companies face many issues that increase the demand for marketing strategies focusing on customer loyalty. More and more, companies realize that their most precious asset is their existing customer base. Traditional marketing, focusing heavily on gaining new customers through mass marketing efforts, is evolving at a rapid pace. Marketers are allocating more resources towards customer loyalty and retention programs. Terms such as Loyalty, Frequency, Retention and Relationship Marketing are all used to define the same basic marketing approach. The universal goal of loyalty marketing is to identify, segment, grow and retain existing customers by communicating and rewarding desired behavior.
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