Aftermarketing

by Terry G. Vavra

"In this age of increasing marketing costs, a maturing economy, and customers who are more and more convinced that no one brand or supplier is any better than the next, Terry Vavra urges marketers to shift their focus from pursuing new customers to building lasting relationships with current customers. Aftermarketing describes a new marketing perspective for all levels of practitioners and students. It establishes a clear mandate to help companies and individuals gain category leadership in the radically changing market of the '90s." "Aftermarketing is the new imperative - satisfying and retaining customers to increase their lifetime value is the key to profitability. Now, in one book, you can understand the six most important components of an aftermarketing program." "Aftermarketing shows you how to identify your customers and build a customer information file, measure customers' satisfaction levels and constantly strive for improvement, analyze informal customer feedback and manage f