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AFTERMARKETING: HOW TO KEEP CUSTOMERS FOR LIFE THROUGH RELATIONSHIP MARKETING
Terry G. Vavra
Business One-Irwin, Burr Ridge, IL, 1992, ISBN 1-55623-605-0, $29.95
Coined from the author's own terminology Aftermarketing: How to Keep Customers for Life through Relationship Marketing, strives to prove the premiss that "winning" a customer is not the last stage of the marketing process. Indeed, Vavra discusses marketing from an aggressive, offensive stance but the position is one of retaining the current customer, rather than trying to capture new customers through exorbitant advertising budgets or undirected market research.
Customers are retained through their satisfaction and Vavra devotes an entire chapter to measuring customer satisfaction and establishing a customer satisfaction program (CSP). Aftermarketing also details the importance of acknowledging lost customers and efforts which may bring them back. Vavra points out that industrial or business-to-business marketers have always made the effort to know their customers precisely. Often this process has included customer information files (CIFs). Aftermarketing has two detailed chapters...