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Preventing the Premature Death of Relationship Marketing
內容大綱
As companies develop more and better ways to understand and respond to their customers' needs, relationship marketing has become the talk of the marketing community. Executives, academics, and consultants alike have the same goal in mind--creating meaningful relationships with consumers that will yield both the cost-saving benefits of customer retention economics and the revenue-generating rewards of customer loyalty. Unfortunately, a close look at consumers suggests that these relationships are troubled ones at best. The things that marketers are doing to build relationships with customers, are, in fact, subverting them. Relationship marketing--what is supposed to be the acme of customer orientation--is falling far short of its mark. Susan Fournier, assistant professor at the Harvard Business School, Susan Dobscha of Bentley College in Waltham, MA, and David Glen Mick, a professor at the University of Wisconsin offer a way to get this concept back on track.