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Obtaining and Retaining Customers - Part I

Customer Acquisition

Obtaining and Retaining Customers - Part I
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ISBN: 978-87-403-0515-9
1 edition
Pages : 82
Price: Free

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To survive and prosper in today’s competitive environment, irrespective of the type of business concerned, a focus on the needs of the customers is paramount.

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About the book

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At the heart of this book is the belief that to survive and prosper in today’s competitive environment, irrespective of the type of business concerned, a focus on the needs of the customers is paramount – if customer don’t get what they want, they go elsewhere and with the contemporary digital environment, going elsewhere has never been easier to do.

As such customer retention has grown to be a strategic issue for organisations. Peters (1989) in Thriving on Chaos, puts it succinctly;

“It boils down to this: when you build a plant, it starts depreciating the day it opens. The well-served customer, on the other hand, is an appreciating asset. Every small act on their behalf ups the odds for repeat business, add-on business and priceless word-of-mouth referral.”

This book looks at the techniques that have emerged as a result of this type of thinking, and whilst there is attention giving to attracting – “Obtaining” – customers the emphasis is squarely on retaining and growing customers.



1 Why do Customers Count?

Changes in the business environment

2 Developing a Customer Oriented Business

The Customer’s Perception is everything

So why do customers buy?

Measure to Improve

3 Obtaining Customers

How do we attract customers: Marketing

Obtaining Customers; the sales perspective

Value-based marketing: marketing metrics

Marketing Basics

Understanding needs

Profiling, Segmentation & Targeting

Issues in 21st century marketing

The offer

CRM – Customer Relationship Management

About the Author

Andrew Whalley, Teaching Fellow in Marketing at Royal Holloway


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