Page 145 - Marketing Management

PART 3 Connecting with Customers

|
Chapter 5 Creating Long-term Loyalty Relationships
|
Chapter 6 Analyzing Consumer Markets
|
Chapter 7 Analyzing Business Markets
Chapter 8 | Identifying Market Segments
and Targets 5
Chapter

In This Chapter, We

Will Address the
Following Questions

1. What are customer value,
satisfaction, and loyalty, and
how can companies deliver
them?

2. What is the lifetime value
of customers, and how can
marketers maximize it?

3. How can companies attract and
retain the right customers and
cultivate strong customer
relationships?

4. What are the pros and cons of
database marketing?

Harrah’s Total Rewards loyalty program has
significantly increased customer value to
the firm.

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