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The Power of Relationship Marketing: How to Keep Customers for Life (Financial Times Series): Keeping Customers for Life Hardcover – 30 Nov 1994

5.0 out of 5 stars 1 customer review

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Product details

  • Hardcover: 268 pages
  • Publisher: Financial Times Management; 01 edition (30 Nov. 1994)
  • Language: English
  • ISBN-10: 0273609076
  • ISBN-13: 978-0273609070
  • Product Dimensions: 2.5 x 16.5 x 24.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 2,923,256 in Books (See Top 100 in Books)

Product Description

Review

Sir Colin Marshall, then Chairman of British Airways, wrote about this book
"The  key to profitable growth for any enterprise is, and always has been, the achievement of market loyalty.

In "The Power of Relationship Marketing" , Tony Cram applies this simple, but vital, commercial imperative to the rigours and complexities of the highly contested global market-place of the future.

It is recommended reading for all those involved in the management of competitive business." 
 



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Format: 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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