Top
Abaetê de Azevedo is the CEO of Rapp Collins Latin America. Ricardo Pomeranz is the Global Chief Digital Officer of Rapp Collins Worldwide, as well as President of Rapp Digital, a division of Rapp Collins Brazil Group. They both belong to Rapp Collins Global board and have been teaching marketing for 15 years at top MBA programs in Brazil.
| Introduction | p. ix |
| Industry, Retail, or the Consumer: Who Controls the Market? | p. 1 |
| How Much Is Each Customer Worth? | p. 13 |
| Relationship Strategies to Win Over and Keep Customers | p. 25 |
| The New Integrated Communication Scenario Based on Relationship-Marketing Strategies | p. 53 |
| Creating Results | p. 75 |
| Relationship Marketing in Action | p. 97 |
| Database Intelligence | p. 115 |
| Financial Analysis: The Unquestionable Proof of the Results | p. 129 |
| Successful Cases | p. 147 |
| The Future of Marketing Communication | p. 199 |
| Insights on Customers Through Segmentation | p. 209 |
| Endnotes | p. 217 |
| Index | p. 221 |
| Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
Need Help? Copyright © 1999-2026
