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March/April 2006
RELATIONSHIP DEMARKETING: MANAGING WASTEFUL OR WORTHLESS CUSTOMER RELATIONSHIPS
by
Ian Gordon
Some managers, perhaps many, have been tempted to hit the "delete" button when dealing with troublesome or unprofitable customers. In fact, dropping customers or "demarketing" should be built in to a company's practices. As this author writes, the gains from relationship demarketing would be very large if the strategy allowed a company to focus its resources and strengthen its relationships with the customers who matter most.
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About the Author
Ian Gordon
Ian Gordon is President, Convergence Management Consultants Ltd. He is the author of three books, Relationship Marketing (John Wiley and Son, 2004), Competitor Targeting (John Wiley and Son, 2001), and Beat the Competition (Blackwell Publishing, 1989). He can be reached at igordon@converge.on.ca.
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