Customer relationship management in a fashion independent retailer environment; Operationalization and Application

University essay from Högskolan i Borås/Institutionen Textilhögskolan; Högskolan i Borås/Institutionen Textilhögskolan

Abstract: The purpose of this study is to explore the different marketing techniques accessible to fashion independent retailers and aiming to strengthen their customer relationship and attract/create a community. It also focuses on understanding the applicability and operationalization of customer relationship management marketing techniques in a specific context, here, a fashion independent retailer.

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