The Right Customers: Acquisition, Retention, and Development

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBP

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. The nemesis of customer retention is customer defection, although these customers offer the most market information by signaling ineffective strategies in acquisition and retention. Learning these inefficiencies forces a firm to shift retention expenditures from low- to high-value customers and to evaluate future customer development. This chapter provides the steps required to move misaligned retention resources toward better product development and customer service, giving customers no reason to look elsewhere. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2572BC, 2580BC, 2599BC, 2602BC, 2629BC, 2637BC, 2645BC, and 2653BC.

出版日
2005/11
領域
マーケティング
ボリューム
19ページ
コンテンツID
CCJB-HBS-2610BC
オリジナルID
2610BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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