Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing
Step 1. Download Adobe Digital Editions Both PC and Mac users will need to download Adobe Digital Editions to access their eBook. You can download Adobe Digital Editions at Adobe's website here.
Step 2. Register an Adobe ID if you do not already have one. (This step is optional, but allows you to open the file on multiple devices) Visit account.Adobe.com to register your Adobe account.
Step 3: Authorize Adobe Digital Editions using your Adobe ID. In Adobe Digital Editions, go to the Help menu. Choose “Authorize Computer.”
Step 4: Open your file with Adobe Digital Editions. Once you’ve linked your Adobe Digital Editions with your Adobe ID, you should be able to access your eBook on any device which supports Adobe Digital Editions and is authorized with your ID. If your eBook does not open in Adobe Digital Editions upon download, please contact customer service
Introduction
1. Industry, retail or consumer: who controls the market?
2. How much is each consumer worth?
3. Relationship strategies to win and maintain customers
4. Integrated communication: relationship marketing’s key role
5. Creation of results
6. Relationship marketing in action
7. Database construction and intelligence
8. Financial analysis
9. Global Relationship Marketing Success cases
10. The future of marketing communication
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.