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Nieve, Blaise - Marketing Strategies - Building The Right Relationship With The Right Customers
Nieve, Blaise - Marketing Strategies - Building The Right Relationship With The Right Customers
Nieve, Blaise - Marketing Strategies - Building The Right Relationship With The Right Customers
BLAISE B. NIEVE
INTRODUCTION
OBJECTIVES
At the end of this report, the learners will be able
to:
Define customer equity;
Discuss its relevance and the ways how it can be
garnered;
Discuss the different types of consumer relationship
management; and
Conceptualize the implications of building the right
relationships with the right customers.
High
Butterflies
True
friends
Strangers
Barnacles
Dont invest
anything in them!
Low
Projected loyalty
Short-term
Long-term
Potentially profitable,
ot loyal;
Projected profitability
High
Butterflies
True
friends
Strangers
Barnacles
Low
Projected loyalty
Short-term
Long-term
High
Butterflies
Low
Projected loyalty
Short-term
Long-term
Projected profitability
High
Butterflies
Strangers
Barnacles
Low
Projected loyalty
Short-term
Long-term
EVALUATION
IMPORTANT NOTE:
GOAL:
References:
Armstrong, G., & Kotler, P. (2014). Principles of marketing,
global edition (15th ed.). Edinburgh Gate, Harlow, England:
Pearson Education Limited. ISBN 978-0-13-325541-6.