The hierarchy of customer retention strategy in target marketing

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  • ターゲット・マーケティングにおける顧客維持戦略の階層性
  • ターゲット マーケティング ニ オケル コキャク イジ センリャク ノ カイソウセイ

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Defensive strategy has been regarded as passive strategy avoiding competition.But defensive strategy is an almost synonym of customer retention strategy and has great significance in target marketing which identifies customers. So, I put together existing basic formulas of defensive strategy and analyze the customer retention strategy and the strategic framework of relationship marketing. Defensive strategy and customer retention strategy which are both indispensable to the growth of the corporation are reinforced by categorization of customer and differential treatment through the concept of CRM（Customer Relationship Management）which creates customer satisfaction and loyalty.

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