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Aftermarketing : how to keep customers for life through relationship marketing /

by Vavra, Terry G.
Type: materialTypeLabelBookPublisher: Homewood, Ill. : Business One Irwin, c1992Description: xv, 292 p. : ill. ; 25 cm.ISBN: 1556236050.Subject(s): Customer relations | Customer services | Consumer satisfaction | Advertisers -- Attitudes
Contents:
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.
Item type Location Collection Call number Copy Status Date due
Books-14days Books-14days Bissell Library
General Stacks Upper Level
Non Fiction 658.812 VAV (Browse shelf) c. 1 Available
Books-14days Books-14days Bissell Library
General Stacks Upper Level
Non Fiction 658.812 VAV (Browse shelf) c. 2 Available

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.

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