01895nam a2200265Ia 4500 158407 BIBL 20160527182957.0 920122s1992 ilua 001 0 eng 92001295 1556236050 evlg HF5415.5 .V38 1992 658.8/12 20 Vavra, Terry G. Local 184471 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. 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. Customer relations Local 83490 Consumer satisfaction Local 79985 Customer service Local 83492 Relationship marketing. 128547 128547 0 0 0 658_812000000000000_V391A 0 evl 18162 10 10 1 2016-05-27 237051 0 658.812 V391a 80000001716672 2016-05-27 00:00:00 r:158407 z:NCC:D 6