Valuing Your Customers: From Quality Information to Quality Relationships Through Database Marketing (Quality in Action)

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9780077079505: Valuing Your Customers: From Quality Information to Quality Relationships Through Database Marketing (Quality in Action)

This guide explains how to retain satisfied customers through the application of TQM principles to database marketing techniques. The theory is backed up with case studies from some of the best and biggest companies.

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From the Author:

I hope you enjoy the book as much as I enjoyed writing it.
In Valuing Your customers I wanted to provide a comprehensive and practical approach to serving, selling and marketing to a large number of customers individually so as to improve their value and loyalty. Positive feedback shows I succeeded. The book has been praised by various business leaders as well as the Institute of Direct Marketing.

Hundreds of case examples are used to show how systematically to change the organisation and its technology to realise one to one, or database, or relationship marketing (whatever your preferred flavour is).

This is essentially a leadership challenge and practically involves many of the great business issues of the day - from becoming a learning company to process transformation. Valuing Your Customers is a field book for loyalty. Enjoy it and let me have your comments: angus@stepping-stones.org

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Jenkinson, Angus
Published by Mcgraw Hill Book Co Ltd (1995)
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