Aftermarketing :
Vavra, Terry G.
Aftermarketing : how to keep customers for life through relationship marketing / Terry G. Vavra. - Homewood, Ill. : Business One Irwin, c1992. - xv, 292 p. : ill. ; 25 cm.
Includes bibliographical references (p. 276-279) and index.
A change of orientation : retention instead of conquest -- Appendix 1. A survey of the top 100 advertisers to assess attitudes about retention versus conquest marketing -- What you need to know : collecting the right information -- Appendix 2. Suppliers of external databases and mass-compiled databases -- The value of a customer information file -- Blueprinting customer contact opportunities -- Encouraging an informal dialogue with customers -- Appendix 5. Analysis of customer communications -- Establishing a formal dialogue : follow-up after sale -- Appendix 6. Who's satisfying their customers -- Maintaining customer contact : communication programs -- Appendix 7. Sponsorships of special events by U.S. and international marketers -- What to do when you fail : lost customer programs -- Building an internal organization to support aftermarketing -- Quality, servicing, and aftermarketing--the components of relationship marketing -- Appendix 10. How to determine if your business or organization is conquest or retention oriented.
1556236050 9781556236051
92001295
Customer relations.
Customer services.
Consumer satisfaction.
Advertisers--Attitudes.
HF5415.5 / .V38 1992
658.8/12
Aftermarketing : how to keep customers for life through relationship marketing / Terry G. Vavra. - Homewood, Ill. : Business One Irwin, c1992. - xv, 292 p. : ill. ; 25 cm.
Includes bibliographical references (p. 276-279) and index.
A change of orientation : retention instead of conquest -- Appendix 1. A survey of the top 100 advertisers to assess attitudes about retention versus conquest marketing -- What you need to know : collecting the right information -- Appendix 2. Suppliers of external databases and mass-compiled databases -- The value of a customer information file -- Blueprinting customer contact opportunities -- Encouraging an informal dialogue with customers -- Appendix 5. Analysis of customer communications -- Establishing a formal dialogue : follow-up after sale -- Appendix 6. Who's satisfying their customers -- Maintaining customer contact : communication programs -- Appendix 7. Sponsorships of special events by U.S. and international marketers -- What to do when you fail : lost customer programs -- Building an internal organization to support aftermarketing -- Quality, servicing, and aftermarketing--the components of relationship marketing -- Appendix 10. How to determine if your business or organization is conquest or retention oriented.
1556236050 9781556236051
92001295
Customer relations.
Customer services.
Consumer satisfaction.
Advertisers--Attitudes.
HF5415.5 / .V38 1992
658.8/12