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Book Cover
Author Vavra, Terry G.

Title Aftermarketing : how to keep customers for life through relationship marketing / Terry G. Vavra
Edition Revised and updated
Published Chicago : Irwin Professional Pub., [1995]


Location Call no. Vol. Availability
 W'BOOL  658.812 Vav/Aht  AVAILABLE
Description xviii, 314 pages : illustrations ; 23 cm
Contents Ch. 1. A Change of Orientation: Retention Instead of Conquest -- Appendix 1: A Survey of U.S. Businesses to Assess Attitudes About Retention Versus Conquest Marketing - Wave II -- Ch. 2. What You Need to Know: Collecting the Right Information -- Appendix 2: Suppliers of External Databases and Mass-Compiled Databases -- Ch. 3. The Value of a Customer Information File -- Ch. 4. Blueprinting Customer Contact Opportunities -- Ch. 5. Encouraging an Informal Dialogue with Customers -- Appendix 5: Analysis of Customer Communications -- Ch. 6. Establishing a Formal Dialogue: Satisfaction Measurement -- Appendix 6: Who's Satisfying Their Customers? -- Ch. 7. Maintaining Customer Contact: Communication Programs -- Appendix 7: Sponsorships of Special Events by U.S. and International Marketers -- Ch. 8. What to Do When You Fail: Lost Customer Programs -- Ch. 9. Building an Internal Organization to Support Aftermarketing
Ch. 10. Quality and Aftermarketing: The Key Components of Relationship Marketing -- Appendix 10: How to Determine if Your Business or Organization is Conquest or Retention Oriented
Notes Includes index
Bibliography Includes bibliographical references (pages 293-299) and index
Subject Advertisers -- Attitudes.
Consumer satisfaction.
Customer relations.
Customer services.
Relationship marketing.
LC no. 95016232
ISBN 0786304057
Other Titles After marketing