LIBROS DEL AUTOR: francois ferras

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  • Challenges of winning and retaining customers
    François Ferras
    This research paper first provides a theoretical clarification of the concepts of customer acquisition and loyalty and then considers them in the context of so-called relational marketing. Then, the stakes inherent to these concepts are put forward in the case study of a Pyrenean ski resort (Piau-Engaly). Finally, action levers are proposed in order to win over and/or retain a ...
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