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Chapter 7: Relationship Marketing

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Services marketing
carli.dutoit
Mapa Mental por carli.dutoit, atualizado more than 1 year ago
carli.dutoit
Criado por carli.dutoit aproximadamente 9 anos atrás
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Resumo de Recurso

Chapter 7: Relationship Marketing
  1. The evolution of customer relationships
    1. Strangers
      1. Acquaintances
        1. Friends
          1. Partners
          2. Benefits
            1. For customers
              1. Confidence
                1. Social
                  1. Special treatment
                    1. For firms
                      1. Economic
                        1. Customer behaviour
                          1. HRM
                          2. Relationship development strategies
                            1. Core Service provision
                              1. Switching Barriers
                                1. Customer Inertia
                                  1. Switching Costs
                                  2. Relationship Bonds
                                    1. Financial Bonds
                                      1. Social Bonds
                                        1. Customisation Bonds
                                          1. Structural Bonds
                                        2. Challenges
                                          1. wrong segment
                                            1. Not profitable in the long term
                                              1. Difficult customers
                                                1. customers may not want relationships

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