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Preface | ||
Ch. 1 | A Change of Orientation: Retention Instead of Conquest | 1 |
Appendix 1 A Survey of the Top 100 Advertisers to Assess Attitudes about Retention versus Conquest Marketing | 23 | |
Ch. 2 | What You Need to Know: Collecting the Right Information | 27 |
Appendix 2 Suppliers of External Databases and Mass-Compiled Databases | 54 | |
Ch. 3 | The Value of a Customer Information File | 59 |
Ch. 4 | Blueprinting Customer Contact Opportunities | 88 |
Ch. 5 | Encouraging an Informal Dialogue with Customers | 106 |
Appendix 5 Analysis of Customer Communications | 135 | |
Ch. 6 | Establishing a Formal Dialogue: Follow-up After Sale | 139 |
Appendix 6 Who's Satisfying Their Customers | 171 | |
Ch. 7 | Maintaining Customer Contact: Communication Programs | 173 |
Appendix 7 Sponsorships of Special Events by U.S. and International Marketers | 199 | |
Ch. 8 | What To Do When You Fail: Lost Customer Programs | 203 |
Ch. 9 | Building an Internal Organization to Support Aftermarketing | 222 |
Ch. 10 | Quality, Servicing, and Aftermarketing - The Components of Relationship Marketing | 251 |
Appendix 10 How to Determine If Your Business or Organization is Conquest or Retention Oriented | 273 | |
Bibliography | 276 | |
Index | 281 |
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