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Challenges of winning and retaining customers

Challenges of winning and retaining customers

François Ferras

47,14 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2023
Materia
Ventas y marketing
ISBN:
9786203780000
47,14 €
IVA incluido
Disponible

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Sobre IBD

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 tourist clientele that is increasingly demanding and volatile.

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