Development of appropriate promotional measures for a SME with a focus on customer retention

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Author (Corporation)
Publication date
2014
Typ of student thesis
Bachelor
Course of study
Type
11 - Student thesis
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Publisher / Publishing institution
Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
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Abstract
The small-sized health organization’s future strategy is growth. Frenkenklinik already actively promotes its services and attracts new customers by taking advantage of various external communication instruments. However, going forward, the company would like to increase its focus on smart promotion activities, aiming to retain its present customers. To achieve that, Frenkenklinik has to develop cost-efficient promotional measures which target the interests of its present customer base, while aligning with Frenkenklinik’s reputation as a quality health provider.
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330 - Wirtschaft
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Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
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Review
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Citation
STUDER, Nadine, 2014. Development of appropriate promotional measures for a SME with a focus on customer retention. Olten: Hochschule für Wirtschaft FHNW. Verfügbar unter: https://irf.fhnw.ch/handle/11654/40142