Skip to main content
SAGE Knowledge
SAGE Knowledge
Books

Previous Chapter The Leaky Bucket Theory Next Chapter

  • Citations
  • Add to My List
  • Text Size

Citations

Blythe, J. (2009). The leaky bucket theory. In SAGE key Concepts: Key concepts in marketing (pp. 21-21). London: SAGE Publications Ltd doi: 10.4135/9781446221617.n5

Blythe, Jim. "The Leaky Bucket Theory." In Key Concepts in Marketing, 21, SAGE Key Concepts. London: SAGE Publications Ltd, 2009. doi: 10.4135/9781446221617.n5.

Blythe, J 2009, 'The leaky bucket theory', in Key concepts in marketing, SAGE Key Concepts, SAGE Publications Ltd, London, pp. 21, viewed 5 June 2020, doi: 10.4135/9781446221617.n5.

Blythe, Jim. "The Leaky Bucket Theory." Key Concepts in Marketing. London: SAGE Publications Ltd, 2009. 21. SAGE Knowledge. Web. SAGE Key Concepts. 5 Jun. 2020, doi: 10.4135/9781446221617.n5.

Copy to Clipboard

Have you created a personal profile? Login or create a profile so that you can create alerts and save clips, playlists, and searches.

Font Size

A Small A Normal A Large
The Leaky Bucket Theory
The leaky bucket theory

Customer retention is one of the key concepts in relationship marketing. Most companies concentrate on recruiting new customers to replace customers who move on, rather than seeking to retain customers. Andrew Ehrenberg coined the phrase ‘leaky bucket’ to describe this syndrome: in effect, firms are putting customers into a leaky bucket, and instead of preventing them from leaking away through the bottom of the bucket, the firm keeps topping up the bucket with new customers (Ehrenberg, 1988).

Figure 1.4 The leaky bucket

A study performed by the Cumberland Bank (Murphy, 2001) in the United States showed that the ...

Looks like you do not have access to this content.

Login

Don’t know how to login?

Click here for free trial login.

Back to Top

Copy and paste the following HTML into your website