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Challenges of winning and retaining customers by Ferras, François

Challenges of winning and retaining customers

by François Ferras
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Book cover type: Paperback
  • ISBN13: 9786203780000
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Our Knowledge Publishing
  • Publisher Imprint: Our Knowledge Publishing
  • Publication Date:
  • Pages: 52
  • Original Price: USD 42.0
  • Language: English
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Marketing / General

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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