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Author Vavra, Terry G.

Title Aftermarketing : how to keep customers for life through relationship marketing / Terry G. Vavra.

Imprint Homewood, Ill. : Business One Irwin, c1992.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.812 V471a    ---  Available
Description xv, 292 p. : ill. ; 25 cm.
Bibliography 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.
Subject Customer relations.
Customer services.
Consumer satisfaction.
Advertisers -- Attitudes.
ISBN 1556236050

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