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| Author: | Ahmad, R. Buttle, F. |
| Title: | Customer retention: a potentially potent marketing management strategy |
| Journal: | Journal of Strategic Marketing
2001 : MAR, VOL. 9:1, p. 29-45 |
| Index terms: | Marketing Clients Customer relations MERGERS |
| Language: | eng |
| Abstract: | The paper discusses key issues pertaining to customer retentionmaangement, namely its definition, forms of measure, benefits and potential strategies for application. It is proposed that customer retention should be part of the strategic marketing planning process. |
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