How to manage bad customers

Marketing (Beograd. 1991)

Stone Merlin¹ 

[1] IBM Professor of Marketing, Surrey European Management School, University of Surrey, Guildford England;

关键词: promotion;    consumer;    global concept;    product;    market;   

DOI  :  

来源: DOAJ

【 摘 要 】

Bad customers exist! Yon won't find much written about them in marketing textbooks, and business schools don't like teaching about them. The idea of the bad customer is encoded and repackaged as, for example: "retail shrinkage" (thefts from stores by customers and staff), "bad debt" (a bad debt is usually linked with a bad customer!), "persistent complainer" (the motive for the persistence is often not explained.

【 授权许可】

Unknown