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The marketing world continues to change and every business needs to adopt a carefully crafted position that supports how to best interact with its customers. It's not the same for every company and no canned program will work in all situations. Customers have been bombarded with telemarketers, junk mail, and electronic spam to the point that they don't want relationships. However, management wants them. It is a logical premise. It's expensive to acquire new customers and new customers can be very fragile. Current thinking in many companies is that a relationship marketing program can extend the life of a customer. That's true as long as management understands what is driving the dynamics of the relationship - trusted products and services and customer service.
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