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qProfitBrand does a superb job in showing how companies can gain by tracking individual customers' profitability, and not simply basing their strategies on aggregate measures such as sales and market share.q -- Philip Kotler, Kellogg School of ManagementPrice Automotive Group, a US chain of car dealers, credits retention with a a#39;cost- per-vehicle-solda#39; that is 30 per cent below the industry average. Instead of the acquisition-based promotions typical of most car dealers, Price primarily uses retention branding that relies on direct marketing, ... This effort earns back a significant number of customers for ongoing service, which strengthens the relationship andanbsp;...

Author:Nick Wreden
Publisher:Kogan Page Publishers - 2005


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