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Valuing your customers : from quality information to quality relationships through database marketing

Author: Angus Jenkinson
Publisher: London ; New York : McGraw Hill Book Co., 1995.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This guide explains how to retain satisfied customers through the application of TQM principles to database marketing techniques. The theory is backed up with case studies from some of the best and  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Angus Jenkinson
ISBN: 0077079507 9780077079505
OCLC Number: 32590546
Description: xiv, 371 pages : illustrations ; 23 cm
Contents: Part 1 Marketing transformation - the real impact of database marketing: the real mission of database marketing; the fundamental disciplines in 10 cases; new technologies - the rise of computer aided sales and marketing systems; new people, new business; the economics of loyalty; health warnings; the nature of loyalty and relationship; the power of service in sales. Part 2 Resources and change: changing the culture; creating the technology; the starting point - data; quality information tools; names and addresses; TQM tools and ideas. Part 3 Turning data to action: the power and abuse of statistics; data to knowledge - segmentation methods; creativity and continuous improvement; beginning points - social and technology trends.
Responsibility: Angus Jenkinson.

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