How not to let business slip away: Don't upset old customers when tempting new ones

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Common sense and good business practice tell us to retain our customers, so why do marketing campaigns designed to attract new business often give a “We don't care about you” message to existing customers?

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2010), "How not to let business slip away: Don't upset old customers when tempting new ones", Strategic Direction, Vol. 26 No. 10, pp. 6-8. https://doi.org/10.1108/02580541011080483