Personal Needs vs. Customer Relationships
SEPTEMBER 27, 2013
Indeed, if a department attracts new customers, it wins the lion’s share of the marketing budget, but it is well documented that it costs some companies five to ten times more to attract new customers than to retain an existing one. The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Some participants interacted with a version of the website that used exciting, amped-up marketing language.