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The Complete Idiot's Guide to Target Marketing by Susan Friedmann

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Chapter 18
Now You’ve Got Them—Keep Them!
In This Chapter
◆ Understanding what customer retention is—and isn’t
◆ Learning the value of holding onto existing customers
◆ Finding out how customer retention can save you money
◆ Recognizing the value of customer referrals
At this point, you have done it: you have successfully used target marketing strategies to attract new customers to your business. They encountered you online, in person, or in the media, and decided to take the plunge and check you out.
Is your work done? Far from it. It is not time to say, “I’m all done with this marketing thing now.” That might be tempting—but if you abandon target marketing now, you’ll be shooting the cash cow.
Customer retention is target marketing distilled ...

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