Marketing Mix
By: and and
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- Synopsis
- In contrast to the traditional marketing paradigm of segmentation, targeting, and positioning, this chapter proposes a new tactic by which the equity of the customer is determined by an ARA approach--acquisition, retention, and add-on selling--focusing on retaining a company's customer base rather than devoting resources to target new market segments. This marketing mix acquires and retains customer loyalty, leading to more sustainable customer equity.
- Copyright:
- 2001
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.