Martin Baier - How to find and cultivate customers through direct marketing
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How to find and cultivate customers through direct marketing
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Authoritative guide explains what others only talk about-how to use customer-focused direct marketing techniques to find, develop, and retain longterm customers. DLC: Direct marketing.
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How to Find and Cultivate Customers Through Direct Marketing
author
:
Baier, Martin.
publisher
:
NTC Contemporary
isbn10 | asin
:
0844236667
print isbn13
:
9780844236667
ebook isbn13
:
9780071397278
language
:
English
subject
Direct marketing, Database marketing, Customer relations.
publication date
:
1996
lcc
:
HF5415.126.B336 1996eb
ddc
:
658.8/4
subject
:
Direct marketing, Database marketing, Customer relations.
Page
This book is like having an "expert program" at your beck and call to instantly serve up 50 years of priceless experience. Martin Baier is a whiz at making the complex easily digestible and showing just how valuable a customer can be made to be.
Stan Rapp Chairman Cross Rapp Associates
Page iii
How to Find and Cultivate Customers Through Direct Marketing
Martin Baier
Foreword by Bob Stone
Printed on recyclable paper
NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page iv
Library of Congress Cataloging-in-Publication Data
Baier, Martin. How to find and cultivate customers through direct marketing / Martin Baier. p. cm. Includes bibliographical references and index. ISBN 0-8442-3666-7 1. Direct marketing. 2. Database marketing. 3. Customer relations. I. Title. HF5415.126.B336 1996 658.8'4dc2095-11296 CIP
Published by NTC Business Books a division of NTC Publishing Group 4255 West Touhy Avenue Lincolnwood (Chicago), Illinois 60646-1975, U.S.A. 1996 by Martin Baier. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America.
5 6 7 8 9 0 QB 9 8 7 6 5 4 3 2 1
Page v
Dedicated to Jonathan Baier Stein and Sarah Rachel Stein
Page vii
CONTENTS
Foreword
xiii
Introduction
xv
Part One Customers: Creating and Cultivating Them
1
Chapter 1 The Creation and Cultivation of Customers
3
Customers Relationships and Affinity Marketing
4
Success Story in Affinity Marketing: Gerber Keeps Customers from the Cradle to the Grave
5
Customer Relationships and Customer Value
7
Direct Marketing: The Powerhouse Behind Affinity Marketing
9
How Direct Marketing Works: The Sears Story
11
Direct Marketing Must Be Strategic
13
Workshop Turning Madame Tussaud's into a Strategy-Driven Direct Marketer
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