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Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing | 
| Authors: Abaete De Azevedo, Ricardo Pomeranz
Publisher: McGraw-Hill
Category: Book
List Price: $27.95
Buy New: $12.00
You Save: $15.95 (57%)
New (35) Used (5) from $12.00
Avg. Customer Rating:  1 reviews
Sales Rank: 1282162
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 240
Shipping Weight (lbs): 1.1
Dimensions (in): 9.1 x 6.2 x 1
ISBN: 0071497048
Dewey Decimal Number: 658.812
EAN: 9780071497046
ASIN: 0071497048
Publication Date: September 29, 2008
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
piCustomer Obsession/i is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaete 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./p pSharing 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./p pYou 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:/pul liImplement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control liUtilize databases to gather individualized information and create targeted messages liCreate specific campaigns that are relevant to different segments of consumers liMeasure marketing campaign results with ROI calculation models liDevelop practices that will continuously improve ROI/ul pRounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. iCustomer Obsession/i is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments./p
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| Customer Reviews:
A brave argument, a great DM basic manual. November 22, 2008
This book is right on the money with the latest marketing tendencies: nowadays ALL marketing is Direct Marketing, and a great way to believe this, practice it and get results fast is reading Customer Obsession with diligence. The intention, and I believe this is brave, is that EVERY marketer should learn about DM: in that sense this book is perfect. And if you are already a seasoned DM professional, this might seem a bit too basic, but it is a great way to review all those convoluted concepts you learned way back, now placed in logical order in their simplest form possible.
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