Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing
McGraw Hill Professional, May 31, 2008 - Business & Economics - 240 pages
Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. AbaetÍ 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:
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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Chapter 3 Relationship Strategies to Win Over and Keep Customers
Chapter 4 The New Integrated Communication Scenario Based on RelationshipMarketing Strategies
Chapter 5 Creating Results
Chapter 6 Relationship Marketing in Action
Chapter 7 Database Intelligence
The Unquestionable Proof of the Results
Chapter 9 Successful Cases
Chapter 10 The Future of Marketing Communication
Insights on Customers Through Segmentation