Aftermarketing

Overview

In this age of increasing marketing costs, a maturing economy, and customers who are more and more convinced that no one brand or supplier is any better than the next, Terry Vavra urges marketers to shift their focus from pursuing new customers to building lasting relationships with current customers. Aftermarketing describes a new marketing perspective for all levels of practitioners and students. It establishes a clear mandate to help companies and individuals gain category leadership in the radically changing ...
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Overview

In this age of increasing marketing costs, a maturing economy, and customers who are more and more convinced that no one brand or supplier is any better than the next, Terry Vavra urges marketers to shift their focus from pursuing new customers to building lasting relationships with current customers. Aftermarketing describes a new marketing perspective for all levels of practitioners and students. It establishes a clear mandate to help companies and individuals gain category leadership in the radically changing market of the '90s. Aftermarketing is the new imperative - satisfying and retaining customers to increase their lifetime value is the key to profitability. Now, in one book, you can understand the six most important components of an aftermarketing program. Aftermarketing shows you how to identify your customers and build a customer information file, measure customers' satisfaction levels and constantly strive for improvement, analyze informal customer feedback and manage formal customer communication programs, respond to customers by answering complaints and acknowledging compliments, blueprint customer contact points to enhance the quality of customer interactions in these important "moments of truth," and establish an internal organization that understands and supports the role of aftermarketing to help convert occasional customers to loyal customers. You'll find step-by-step action plans for each aftermarketing component to help you quickly and easily establish a successful program for your organization. Vavra shows how the traditional marketing mix must change to better service current customers. You'll find specific ways to assess your company's current performance and to strengthen the relationship between your company and your customers. With Aftermarketing by your side, you can enhance the loyalty and satisfaction of your current customers rather than chase the elusive potential customer - and a satisfied customer is the best marketing vehicle f
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Product Details

  • ISBN-13: 9780786304059
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 5/28/1995
  • Edition description: REV
  • Edition number: 1
  • Pages: 290
  • Product dimensions: 6.32 (w) x 9.00 (h) x 0.72 (d)

Table of Contents

Preface
Ch. 1 A Change of Orientation: Retention Instead of Conquest 1
Appendix 1 A Survey of the Top 100 Advertisers to Assess Attitudes about Retention versus Conquest Marketing 23
Ch. 2 What You Need to Know: Collecting the Right Information 27
Appendix 2 Suppliers of External Databases and Mass-Compiled Databases 54
Ch. 3 The Value of a Customer Information File 59
Ch. 4 Blueprinting Customer Contact Opportunities 88
Ch. 5 Encouraging an Informal Dialogue with Customers 106
Appendix 5 Analysis of Customer Communications 135
Ch. 6 Establishing a Formal Dialogue: Follow-up After Sale 139
Appendix 6 Who's Satisfying Their Customers 171
Ch. 7 Maintaining Customer Contact: Communication Programs 173
Appendix 7 Sponsorships of Special Events by U.S. and International Marketers 199
Ch. 8 What To Do When You Fail: Lost Customer Programs 203
Ch. 9 Building an Internal Organization to Support Aftermarketing 222
Ch. 10 Quality, Servicing, and Aftermarketing - The Components of Relationship Marketing 251
Appendix 10 How to Determine If Your Business or Organization is Conquest or Retention Oriented 273
Bibliography 276
Index 281
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