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Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing
CITATION
de Azevedo, Abaete and
Pomeranz, Ricardo
.
Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing
.
US
: McGraw-Hill, 2008.
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Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing
Authors:
Abaete de Azevedo
and
Ricardo Pomeranz
Published:
September 2008
eISBN:
9780071641463 0071641467
|
ISBN:
9780071497046
Open eBook
Book Description
Table of Contents
Contents
Introduction
Chapter 1 Industry, Retail, or the Consumer: Who Controls the Market?
Chapter 2 How Much Is Each Customer Worth?
Chapter 3 Relationship Strategies to Win Over and Keep Customers
Chapter 4 The New Integrated Communication Scenario Based on Relationship-Marketing Strategies
Chapter 5 Creating Results
Chapter 6 Relationship Marketing in Action
Chapter 7 Database Intelligence
Chapter 8 Financial Analysis: The Unquestionable Proof of the Results
Chapter 9 Successful Cases
Chapter 10 The Future of Marketing Communication
Appendix: Insights on Customers Through Segmentation
Endnotes
Index
