Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing (BUSINESS BOOKS) - Hardcover

De Azevedo, Abaete; Pomeranz, Ricardo

Hardcover

ISBN 10: 0071497048 ISBN 13: 9780071497046

Publisher: McGraw Hill, 2008

Synopsis

Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê 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:

• Implement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control
• Utilize databases to gather individualized information and create targeted messages
• Create specific campaigns that are relevant to different segments of consumers
• Measure marketing campaign results with ROI calculation models
• Develop practices that will continuously improve ROI

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.

About this title

Synopsis:

This is a hands-on guide to the next generation of customer relationship marketing Rapp Collins, one of the world's leading direct marketing agencies, delivers a breakthrough guidebook for modern direct marketing. "Customer Obsession" shows how businesses of any size can build a global strategy that encourages the development of meaningful, profitable relationships with their customers. Abaete de Azevedo and Ricardo Pomeranz, top leaders at Rapp Collins, share insider details from their consumer-relationship methodology that will dramatically improve the direct marketing strategy in every kind of company.

About the Author:

Abaetï¿ de Azevedo is the CEO of Rapp Collins Latin America. He frequently lectures on the subject of new technologies and relationship marketing and has been teaching marketing for 15 years at top MBA programs in Brazil.

About this edition

• Publisher: McGraw Hill
• Publication date: 2008
• ISBN 10: 0071497048
• ISBN 13: 9780071497046
• Binding: Hardcover
• Number of pages: 240