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Customer obsession : How to acquire, retain, and grow customers in the new age of relationship marketing

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Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê de Azevedo and Ricardo Pomeranz, top leaders at the world-renowned direct marketing agency Rapp Collins, reveal how businesses of any size can develop a global strategy that embraces today's empowered consumers and encourages the development of meaningful, profitable relationships with them.

Sharing insider details from Rapp Collins's breakthrough methodology, the authors provide the tools to implement the next level of relationship marketing, enabling you to pinpoint the unique value of every customer and specific direct marketing techniques for winning them over.

You get practical steps for integrating your brand communications and identifying a strong marketing concept to create a campaign that establishes personalized connections with consumers. Then, you'll learn how to:

Implement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control
Utilize databases to gather individualized information and create targeted messages
Create specific campaigns that are relevant to different segments of consumers
Measure marketing campaign results with ROI calculation models
Develop practices that will continuously improve ROI

Rounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. Customer Obsession is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.812 AZE c

Penerbit

New York : McGraw-Hill., 2008

Deskripsi Fisik

xi, 226 ind., ilus., bibl. ; 23 cm

Bahasa

English

ISBN/ISSN

9780071497046

Klasifikasi

658.812

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Customer Obsession

Info Detail Spesifik

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Pernyataan Tanggungjawab

Abaete De Azevedo, Ricardo Pomeranz

Versi lain/terkait

Lampiran Berkas

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