BUILDING COMPANY LOYALTY AND RETENTION THROUGH DIRECT MARKETING
David S. Pottruck
(Executive Vice President in charge of Marketing and Branch Administration for Charles Schwab & Co., Inc.)
571
Abstract
Direct marketing traditionally has been regarded as a powerful tool for attracting new customers. Today more and more companies are recognizing that it also can be extremely effective in retaining existing customers, winning their loyalty, and generating additional sales.
Citation
Pottruck, D.S. (1987), "BUILDING COMPANY LOYALTY AND RETENTION THROUGH DIRECT MARKETING", Journal of Services Marketing, Vol. 1 No. 2, pp. 53-58. https://doi.org/10.1108/eb024709
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited