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  • av François Ferras
    615,-

    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.

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