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商品編號： 9-314-076 出版日期： 2014/01/29 作者姓名： Avery, Jill;Fournier, Susan 商品類別： Marketing 商品規格： 14p 再版日期： 2021/11/01 地域： United States 產業： Apparel accessories;Retail trade 個案年度： 1970 - 2004
商品敘述：
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene''s Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case allows students to reverse-engineer a fired customer''s relationship with discount retailer Filene''s Basement, from her perspective, to uncover the critical incidents and behaviors of each party that shaped their relationship trajectory. The company''s customer relationship management (CRM) programs are analyzed to show how they influenced and encouraged unprofitable customer behavior.
涵蓋領域：
Advertising strategy;Branding;Cause marketing;Consumer behavior;Customer relationship management;Customer satisfaction;Customer-centricity;Marketing strategy
相關資料：
, (9-316-184), 34p, by Jill Avery, Susan Fournier
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