Includes bibliographical references (p. 276-279) and index.
Contents
A change in orientation: retention intead 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 databses and mass-compiled database/ The value of a customer information file -- Blueprinting customer contact opportunities -- Encouraging and informal dialogue with customer -- Appendix 5 Analysis of customer communication -- Establishing a formal dialogue: follow=up after sale -- Appendix 6 Who's satisfying their customer -- 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 after marketing -- Quality, servicing, and aftermarketing -- The components of relationship marketing -- Appendix 10. How to determine if your business or organization is conquest or retention oriented.
