Dear fellow students,

this upcoming class we'll be discussing customer acquisition. However, a recent Forrester research report identifies a new opportunity by challenging the general notion of acquiring customers and arguing for exploiting customer potential by increasing penetration of existing customers.

http://www.forrester.com/Research/Document/0,7211,40650,00.html

Most interestingly applying reverse logic, a similar argument was made by Reichheld and Sasser in an Harvard Business Review article from 1990 (Zero Defections) where they argue why it is mandatory to keep customers happy.

In conjunction this made me wonder if there is such a thing as a marketing thinking/learning life cycle, i.e. if certain patterns of marketing strategy thinking repeat themselves over and over again when new fields are entered.

What do you think?
see you in class,
Manuel