Relationship Marketing in Mass Markets

2000-01-01chapterSage eBooks106 citationsclosed

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Customer churn and segmentation

Abstract

There is considerable evidence that organizations are increasingly applying relationship marketing concepts in mass markets. The business press abounds with examples, ranging from Citibank usage rewards to Saturn picnics (e.g., Aaker 1994). These various approaches to developing stronger bonds with customers are typically characterized as customer retention

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References

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