Customer relationship capital and customer base
Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the “rising Hispanic influence” in the United States. Explain this megatrend and indicate why it might be important to your company.
Describe the main steps in attracting and retaining customers to measure customer progress through the funnel—particularly conversion rates, customer relationship capital and customer base?
Marketing management kotler and keller