Understanding and adding value
Abstract
Relationship marketing is the process of using information about customers and their preferences to build targeted promotional programmes and establish longer‐term relationships with key groups of customers. Explains the use of such devices as loyalty schemes and identifies the key components of a relationship‐marketing programme, including the importance of technology to collect and analyse customer‐related data.
Keywords
Citation
Clemmet, A. (1998), "Understanding and adding value", Work Study, Vol. 47 No. 5, pp. 164-166. https://doi.org/10.1108/00438029810229291
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited