Relationship marketing for enhancing customer retention

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The context of this book is Bangladesh and the main purpose of this book is to introduce the key concepts of Customer Relationship Marketing (CRM). Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. This book aims to provide an in-depth insight into the concept of relationship marketing and how this conception can be one of the most important strategic choices for the retailers to enhance customer retention.