TY  - BOOK
AU  - Vavra,Terry G.
TI  - Aftermarketing: how to keep customers for life through relationship marketing 
SN  - 1556236050
AV  - HF5415.5 .V38 1992
U1  - 658.8/12 20
PY  - 1992///
CY  - Homewood, Ill.
PB  - Business One Irwin
KW  - Customer relations
KW  - Customer services
KW  - Consumer satisfaction
KW  - Advertisers
KW  - Attitudes
N1  - 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
ER  -