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.