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Why do Customers Buy and How do They Remain Interested in the Long Term? (Chapter 3)

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  • How does a company learn to address its customers individually, maintain the dialogue and anticipate the customer’s expectations?
  • What is the purchasing process today like?
  • How does the customer make purchasing decisions? Why does the customer buy or not buy?
  • What is the customer’s integral view?
  • How do emotional and factual aspects influence customer behaviour?
  • Why does understanding the customer’s integral view help achieve sustainable business with the customer?
  • How do B2B and B2C customers differ in multichannel business?
  • Why are B2B companies taking on increasingly more B2C aspects in marketing and sales and addressing consumers directly?
  • How can customer interest be retained in the long term? What risks does customer loyalty pose?

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