New Marketing

... NEW MARKETING In the last decade the expression has become popular "relational marketing" or "direct marketing", to describe this "new marketing". When in traditional marketing we defined marketing like the art "to create clients", since Drucker five decades ago, the emphasis did already, today, this in the creation, mantención and development of profitable clients. The economic foundation of this new emphasis this in the fact that diverse studies have demonstrated that the cost of gaining a new client is but high (up to five times but expensive) who the cost of maintaining an old client. Before, the greater skill of the salesmen was in "hunting" new clients and little attention was dedicated to take care of the old clients. Today, the paradigm is to find those new clients but in addition, to maintain them and to develop them. To lose clients is an inadmissible cost, thinks what it cost to obtain them to him. The three passages of Relational Marketing. Like between the people, the

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