Buy custom Adidas - CRM technology
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| Topic: |
Technology
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| Number of pages / Number of words: |
17 / 4492 |
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Because smaller numbers of customers churn, customer replacement costs fall. Finally retained customers may pay higher prices than newly acquired customers, and are less likely to receive discounted offers that are often made to acquire new customers. This leads to an increased present value of retained customers...
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Lindgreen et al. (2000, p.295), for example, compute that "it can be [up to] ten times more expensive to win a customer than retain a customer ? and the cost of bringing a new customer to the same level of profitability as the lost one is up to 16 times more."
For the purpose of this paper, we look at relationship marketing in the context of the adidas® group...
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