The life event cycle as an instrument of relationship management in SMEs: theory, results of an empirical investigation at a health club and management implications
by Florian U. Siems; Olga Bystrova; Thomas Niemand
International Journal of Entrepreneurial Venturing (IJEV), Vol. 7, No. 3, 2015

Abstract: The life event cycle is a modern relationship marketing tool. The following exploratory study will demonstrate how small and medium enterprises (SMEs) can efficiently apply it to investigate and guide customer development actively in their companies. This paper will provide explorative data from an SME for the first time, generating a detailed analysis and corresponding management implications that can be applied to the investigated health club SME as well as SMEs with comparable issues.

Online publication date: Sun, 30-Aug-2015

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