Skip navigation

Bookboon.com Download free eBooks and textbooks

Choose a category

Obtaining and Retaining Customers - Part I

Customer Acquisition

Obtaining and Retaining Customers - Part I
Not enough reviews yet
ISBN: 978-87-403-0515-9
1 edition
Pages : 82
Price: Free

Download for FREE in 4 easy steps...

We are terribly sorry, but in order to download our books or watch our videos, you will need a browser that allows JavaScript.
After entering your email address, a confirmation email will be sent to your inbox. Please approve this email to receive our weekly eBook update. We will not share your personal information with any third party.

This is a Premium eBook - get it free for 30 days

You can also read this in Bookboon.com Premium

Summary

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.

300+ Business books exclusively in our Premium eReader

  • No adverts
  • Advanced features
  • Personal library
More about Premium

Buy this eBook

Buy now

Subscribe to all 800+ eBooks

Start free trial 30 day FREE trial

About the book

  1. Description
  2. Content
  3. About the Author

Description

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.

Content

Preface

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
http://www.rhul.ac.uk/management/staffdirectory/teaching-fellows/andrew-whalley.aspx

This website uses cookies to improve user experience. By using our website you consent to all cookies in accordance with EU regulation.