Challenges of winning and retaining customers - The case of a ski resort. DE

This 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.

About the author

I am originally from Lannemezan, a town located in the Hautes-Pyrénées: Baccalauréat General ES with honours, integration of a Preparatory Class for Business Schools for 2 years, admission to the École Supérieure de Commerce de Pau and obtaining a M2 in Business Unit Management.

Product details

• Authors: François Ferras
• Publisher: Our Knowledge Publishing
• Languages: English
• Product format: Paperback / Softback
• Released: 01.03.2023
• EAN: 9786203780000
• ISBN: 9786203780000
• No. of pages: 52
• Subject: Social sciences, law, business > Business > Advertising, marketing