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5.0 out of 5 stars An excellent read and invaluable practical guide, 7 April 2002
By A Customer
This review is from: Power Of Relationship Marketing: Keeping Customers For Life (Financial Times Series) (Hardcover)
This is an excellent read and more importantly an invaluable practical guide for everyone with an interest in marketing. Much has been written on the subject but Tony Cram's extensive knowledge of the territory and his obvious personal commitment to the strategy he advocates take his ideas beyond mere fashion to something much more substantial.
Written in a light and lucid style each chapter is neatly divided into well-headed manageable sections which convey the essential themes, practical suggestions, varied examples of real-life business practice and helpful summaries. Seven steps to successful marketing are identified and expanded upon and they include particularly illuminating analysis on customer loyalty and customer communication.
Knowing your customers, their likes and dislikes, responding, listening, learning, engaging in dialogue not monologue - these are the keys to the marketing relationship. And they apply to everyone in the world of business, from managers of large corporations to those of us who operate on a much smaller scale. Tony Cram continues to deliver his vital message in his own effective style. He is undoubtedly fast becoming one of the most authoritative voices on modern marketing methods.
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