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Keep asking the customer: Dagbladet Børsen increase customer loyalty through relationship marketing

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 September 2004

2228

Abstract

Writing nearly 20 years ago, Robert Heller emphasized marketing’s focus on the constant and systematic study of what products a company should be offering, when and at what price. Marketing, said Heller, is the part of the company that should always be asking “What business are we in?” In recent years this focus has widened to include attracting and retaining business and managing a range of internal and external relationships.

Keywords

Citation

(2004), "Keep asking the customer: Dagbladet Børsen increase customer loyalty through relationship marketing", Strategic Direction, Vol. 20 No. 9, pp. 24-26. https://doi.org/10.1108/02580540410556447

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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