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Challenges of winning and retaining customers
François Ferras
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Our Knowledge Publishing
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Challenges of winning and retaining customers - Ferras, François
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Origin: U.S.A.
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Synopsis "Challenges of winning and retaining customers"
This research paper first provides a theoretical clarification of the concepts of customer acquisition and loyalty and then considers them in the context of so-called relational marketing. Then, the stakes inherent to these concepts are put forward in the case study of a Pyrenean ski resort (Piau-Engaly). Finally, action levers are proposed in order to win over and/or retain a tourist clientele that is increasingly demanding and volatile.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Paperback.
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