{"product_id":"challenges-of-winning-and-retaining-customers-von-francois-ferras","title":"Challenges of winning and retaining customers","description":"\u003cp\u003eThis research paper first provides a theoretical clarification of the concepts of customer acquisition and loyalty and then considers them in the context of so-called relational marketing. Then, the stakes inherent to these concepts are put forward in the case study of a Pyrenean ski resort (Piau-Engaly). Finally, action levers are proposed in order to win over and\/or retain a tourist clientele that is increasingly demanding and volatile.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9786203780000\"\u003e\u003ch3\u003eThe case of a ski resort\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9786203780000","offer_id":40941900464221,"sku":"9786203780000","price":39.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/99c0f7dc-460e-440a-bc01-7bfdde53a18a.jpg?v=1777356716","url":"https:\/\/shop.autorenwelt.de\/products\/challenges-of-winning-and-retaining-customers-von-francois-ferras","provider":"Autorenwelt Shop","version":"1.0","type":"link"}