Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2008-10-20
  • Publisher: McGraw-Hill Education
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"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."--BOOK JACKET.

Author Biography

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.

Table of Contents

Introductionp. 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 Customersp. 25
The New Integrated Communication Scenario Based on Relationship-Marketing Strategiesp. 53
Creating Resultsp. 75
Relationship Marketing in Actionp. 97
Database Intelligencep. 115
Financial Analysis: The Unquestionable Proof of the Resultsp. 129
Successful Casesp. 147
The Future of Marketing Communicationp. 199
Insights on Customers Through Segmentationp. 209
Endnotesp. 217
Indexp. 221
Table of Contents provided by Ingram. All Rights Reserved.

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