MANAGING CUSTOMER RELATIONSHIPS AND BUILDING LOYALTY

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Focusing on the essential strategies for acquiring and retaining ideal customers, this book emphasizes the importance of relationship marketing in fostering loyalty. It outlines practical methods for building strong customer relationships and highlights the significance of targeting specific market segments. As the tenth volume in the Winning in Service Markets Series, it combines academic research with real-world applications to provide insights into best practices and current trends in services marketing and management globally.