Defensive relationship marketing: Avoiding decreasing sales from customers in consumer goods mass markets
Enhancing customers' positive attitude towards a company does not exploit the whole potential of what can be done to increase sales. A more defensive approach focuses on the avoidance of customers' negative attitudes and behavior of withdrawal. Since research on this approach is scarce we...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2008
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7594 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8593/viewcontent/2008_DefensiveRelationshipMarketing_pv.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |