A MARKETING APPROACH FOR CUSTOMER RETENTION

Larry J. Rosenberg (Associate Professor of Marketing, University of Massachusetts at Amherst)
John A. Czepiel (Associate Professor of Marketing at the Graduate School of Business Administration, New York University)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 February 1984

Abstract

Consumer marketing companies have lavished more resources on attracting new customers than on satisfying old customers. In today's low growth and highly competitive marketplace, however, customer retention increasingly joins customer getting as an important area of analysis and planning. Marketers can better cultivate relationships with existing customers in these ways: designing an optimal customer portfolio, formulating a special marketing mix, and modifying the marketing organization. The balancing of marketing efforts between winning new customers and holding onto old ones will prove instrumental in pursuing sales and profit growth in the 1980s.

Citation

Rosenberg, L.J. and Czepiel, J.A. (1984), "A MARKETING APPROACH FOR CUSTOMER RETENTION", Journal of Consumer Marketing, Vol. 1 No. 2, pp. 45-51. https://doi.org/10.1108/eb008094

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Publisher

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MCB UP Ltd

Copyright © 1984, MCB UP Limited

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