As stern (1997 , puts it , ``Bonding is an increasingly popular marketing strategy in which services marketers seek to establish personal long-term bonds with consumers so that current ones may be retained . The need to retain old customers through bond formation is seen more cost effective than the cost for a continual prospecting for new customers . Apart from the producing products to suit customer , the Dell Inc has further utilized its culture of selling directly to customer to tighten the bond...











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