Research Catalog

Title

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

Author

Vavra, Terry G.

Publication

Chicago : Irwin Professional Pub., [1995], ©1995.

Items in the Library & Off-site

Holdings

Details

Description

xviii, 314 pages : illustrations; 23 cm

Alternative Title

After marketing

Subjects

• Consumer satisfaction
• Advertisers > Attitudes
• Customer services
• Customer relations
• Relationship marketing

Bibliography (note)

• Includes bibliographical references (p. 293-299) and index.

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.

ISBN

0786304057

LCCN

95016232

OCLC

• 32392594
• ocm32392594

Owning Institutions

Columbia University Libraries