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Aftermarketing (Paperback)

by Terry G. Vavra (Author)

5.0 out of 5 stars See all reviews (2 customer reviews)

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Editorial Reviews

Product Description
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 information dialogues with customers by actively answering their complaints and compliments; build formal communication programs dialoging with customers through magazines, newsletters, and correspondence. A relevant guide for managers (in large and small companies), retailers, educators and students, Aftermarketing is applicable to product and services, consumer and industrial markets, and both the profit and non-profit sectors.

Product Details

Paperback: 292 pages
Publisher: McGraw-Hill Companies; Rev Upd Su edition (May 1, 1995)
Language: English
ISBN-10: 0786304057
ISBN-13: 978-0786304059
Product Dimensions: 9 x 6.3 x 0.7 inches
Shipping Weight: 1 pounds

Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)

Amazon.com Sales Rank: #1,678,599 in Books (See Bestsellers in Books)

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5.0 out of 5 stars (2 customer reviews)

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12 of 16 people found the following review helpful:

5.0 out of 5 stars Book defines relationship marketing, February 2, 2000

By	uncrugby (boston, ma) - See all my reviews

My teacher in grad school used this book in our database marketing class and Mr. Vavra hits the nail on the head. If you own a business or work in a company chances are that reading this book will open your eyes - and the deficient marketing practices and priorities that you see will blow you away. This book is written without the stodgy business speak.

Enjoy

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5.0 out of 5 stars An excellent book for a marketer wanting to keep customers, March 9, 1997

By A Customer

This book is well written and a must read for a marketer or advertiser. Its focus is on what you must do to keep your customers AFTER you have them. Goes way beyond tired old books on customer service. I recommend it

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