Aftermarketing: How to Keep Customers for Life Through Relationship Marketing

by Terry G. Vavra

The president of a marketing consulting and research firm warns marketers to shift their focus from customer conquest to customer retention. He shows how to track customers, serve them better, measure... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1556236050
• ISBN13: 9781556236051
• Release Date: January 1992
• Publisher: McGraw-Hill Professional Publishing
• Length: 292 Pages
• Weight: 1.40 lbs.
• Dimensions: 1.1" x 6.8" x 9.6"

Customer Reviews

Book defines relationship marketing

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

An excellent book for a marketer wanting to keep customers

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