How not to let business slip away: Don't upset old customers when tempting new ones
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Common sense and good business practice tell us to retain our customers, so why do marketing campaigns designed to attract new business often give a “We don't care about you” message to existing customers?
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Keywords
Citation
(2010), "How not to let business slip away: Don't upset old customers when tempting new ones", Strategic Direction, Vol. 26 No. 10, pp. 6-8. https://doi.org/10.1108/02580541011080483
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited