商品敘述：

Integrated Centre for Consultancy Private Limited (ICCPL) was a small company operating in India''s public relations (PR) industry. ICCPL was a successful and established company in this industry, with a focus on a niche segment of the market-real estate firms that offered affordable housing and operated on thin margins. ICCPL''s strong client relationships had resulted in an excellent track record for executive brand building and a client retention rate of above 75 per cent, which the company boasted as the highest in the market. In December 2018, one of ICCPL''s clients requested that the company lower its pricing or risk losing the contract to either a new in-house PR department or a small competitor that was offering a similar service at half the price. ICCPL refused to lower its price and, in June 2019, the client announced its plan to cancel the contract. ICCPL was analyzing all data for client satisfaction and loyalty to determine what went wrong. Should the company attempt to retain this important client? If so, what strategy can the company use? Rajeev Kumra is affiliated with Indian Institute of Management Lucknow

涵蓋領域：

B2B marketing;Customer relations;Customer relationship management;Customer retention;Customer satisfaction;Marketing;Marketing analytics;Marketing strategy;Mobile and wireless technology;Negotiation strategies;Pricing strategy;Public relations

相關資料：

, (W27237), p, by Rajeev Kumra;
, (W27238), p, by Rajeev Kumra;
, (W27239), p, by Rajeev Kumra

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