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If not marketed or branded properly acquiring a significant customer base can become a challenge. This is where knowing who the customers are becomes critical. The company has to send the appropriate message that informs the customer of that they have what they need or desire.
A company may retain its customer base by offering consistency of services and internal marketing. Also its imperative for the company to have a solid mission, goals, and healthy culture. “To give organizations direction and focus, they continually assess their business, mission, culture, and goals” (Kerin, Hartley, Berkowitz, & Rudelius, 2006, p...
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