Material Detail

This is a chapter in a 12 chapter textbook regarding Digital Marketing. Retention is vital for profitability and growth, regardless of whether a business operates on a membership, renewal-based, or single-sale model. CRM (Customer Relationship Management) and retention strategies are key tools to ensure customers remain loyal and continue purchasing.  Key topics included the importance of a well-planned contact strategy, methods for cross-selling and up-selling, and the use of predictive analytics to reduce churn and optimize sales. This chapter is appropriate for any upper level or graduate class in Marketing.

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