Aftermarketing: How to Keep Customers for Life through Relationship Marketing
Terry G. Vavra, 1992 and 1995
McGraw-Hill
ISBN 0786304057
Also available in Spanish, Korean, Japanese and Portuguese editions.
Thoroughly updated, Aftermarketing offers a theory-based, yet pragmatic plan for building an effective customer retention program. The book unites the important fields of database development, customer satisfaction research, customer service, and direct marketing, showing how to use them together to maximize their power in strengthening relationships with customers. Aftermarketing tells how to:
- Construct a customer database, manage it, and use it wisely.
- Make customer satisfaction programs more responsive to customer retention.
- Establish informal dialogues with customers by actively answering their complaints and compliments.
Build formal communication programs dialoging with customers through magazines, newsletters and special events.