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| Author: | Wilson, A. |
| Title: | Stimulating referrals |
| Journal: | Management Decision
1994 : VOL. 32:7, p. 13-15 |
| Index terms: | CLIENTS MARKETING NETWORKS |
| Language: | eng |
| Abstract: | The most cost-effective of all marketing tools is substantially ignored by those organizations which could most benefit from its application - professional services. The interpersonal network (referrals) provides in excess of 80 per cent of new clients coming to a practice , yet few firms consciously seek to make it more efficient. A coherent and consistent operational plan to ensure the system actively works for the organization is within easy reach of all firms. |
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