Principles and practice
At the end of this chapter you should be able to:
• understand the importance of relationship marketing and customer retention in financial services;
• understand the interactions between customer acquisition, customer retention and marketing activities;
• understand the nature and significance of the concept of customer lifetime value;
• be aware of contextual influences on the management of customer relationships;
• appreciate how digital marketing is impacting on customer relationship marketing strategies.
Until comparatively recently there had been a presumption that marketing was principally concerned with the processes surrounding ...