02342cam a2200337 a 4500 1086035 MWNLS 20080306152407.0 920122s1992 ilua 001 0 eng 92001295 1556236050 9781556236051 DLC DLC DLC HF5415.5 .V38 1992 658.8/12 20 Vavra, Terry G. 25628 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. Customer relations. 6404 Customer services. 6588 Consumer satisfaction. 6589 Advertisers Attitudes. 25629 Relationship marketing. 7 cbc orignew 1 ocip 19 y-gencatlg ddc BK 16732 16732 0 0 ddc 0 0 NFIC MZ MZ GEN 2012-05-23 Books for Africa 4000.00 658.812 VAV 0039633 2026-09-10 08:23:51 6000.00 2012-05-23 BK