Features of Defensive Strategies
1. More profitable for firm
2. Uses customer as a shield in their battles with rival
3. Focus: managing current or existing customer & building relationship and retaining customer reducing switching by managing customer complaint to increase customer retention
4. Requires commitment and trust
5.The relationship is built through communication, cultivating trust, empathy, shared value reciprocity and bonding
Read more about this topic: Defensive Marketing Warfare Strategies
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