Vavra, Terry G. <br/><br/>
Aftermarketing  how to keep customers for life through relationship marketing 
Terry G. Vavra. 
 - Homewood, Ill.  Business One Irwin  c1992. 
 - xv, 292 p.  ill.  25 cm. 
<br/><br/>Includes bibliographical references (p. 276-279) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>
<br/><br/><label>LCCN: </label>92001295  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Customer relations<br/>Consumer satisfaction<br/>Customer service
<br/><br/><label>LC Class. No.: </label>HF5415.5  / .V38 1992 
<br/><br/><label>Dewey Class. No.: </label>658.8/12