In contextul actualei crize economice mai grava mi se pare criza informationala in care se scalda o buna parte a celor ca termina o facultate cu profil de marketing…sau comunicare, si nu ma refer la faptul ca si-au insusit sau nu manualul ca au luat 10 sa 5 la un examen ci la faptul ca [...]

Over the past three years, research has taught us several lessons: Nearly half  of our customers are unprofitable; almost 20% are very unprofitable. Balances are only loosely correlated with profitability. Demographics are even more poorly correlated with profitability. As a result, every day, over half the new accounts sold will never be profitable. Every day [...]

Clientii B2B pot fi divizati in 4 categorii:
- vanatori de intelegeri
- clienti care cumpara pe baza unui program prestabilit
- clienti care au tranzactii ocazionale
- relationship buyers
E clar ca exista un profit in fiecare segment de clienti, dar cei din ultima categorie sunt cei care raspund cel mai bine la programele de loializare. Odata identificati, poti [...]