Record Details

CHALLENGES OF ACQUISITION AND RETENTION OF CUSTOMERS IN A COMPETITIVE MARKET

International Journal of Management and Information Technology

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Field Value
 
Title CHALLENGES OF ACQUISITION AND RETENTION OF CUSTOMERS IN A COMPETITIVE MARKET
 
Creator FELIX, DR. EGBORO
 
Subject Customer relationship management; customer satisfaction; customer acquisition; customer retention; community building.
 
Description In a world of ever changing customer expectation, and competitive business environment, building corporative and collaborative relationship with customers seems to be the most prudent way to keep track of their changing expectation and appropriately influencing them.  One way in which that some companies are developing an improved focus on Customer Relationship Management (CRM), is through the establishment or consideration of splitting the marketing manager’s job into two parts: one for acquisition and one for retention.  Offensive marketing emphasize on customer acquisition while defensive marketing emphasizes customer retention.  The kinds of skills that are needed for people, in acquisition are in the factual aspect of marketing such as advertising, sales while that of retention is on satisfaction, loyalty, customers service, customization, community building and reward program.
 
Publisher CIRWORLD
 
Date 2015-10-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://cirworld.com/index.php/ijmit/article/view/585ijmit
 
Source INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY; Vol 10 No 8; 2372-2380
2278-5612
 
Language eng
 
Relation https://cirworld.com/index.php/ijmit/article/view/585ijmit/571
 
Rights Copyright (c) 2015 INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY
http://creativecommons.org/licenses/by/4.0