Valuing Your Customers
From quality information to
qyality relatioships through data marketing
Most databases are either
under exploited or not exploited properly. If you really want to understand database
marketing, this book explains both what it is, and what it can do for you better than any
other I have read.' Drayton Bird, The Draylon Bird Partnership
'Angus Jenkinson is one of
the few true database experts in the UK. What's special about Angus's work is that he
considers the cultural, organizational, leadership and quality implications of database
marketing - the issues that determine success or failure.' Derek Holder, Managing
Director, The Institute of Direct Marketing
Now for the first time the
reader learns that the technological advances in database marketing are successful only if
they include the personal advances in relationship marketing.' Murray Raphel, Raphel
Marketing Inc., US
We've always known the
customer is king. It's time to stop knowing it and start achieving it. This book shows you
how.' , Marcus Evans, Managing Director, The Ogiivy Loyalty Centre
Valuing Your Customers guides
and inspires you to venture into the next generation of database marketing - the radical
awakening of the Individual. Gone are the eras of mailing lists and databases as 'V
marketing's main infrastructure: the next all-important step is relationship quality. The
shift of emphasis has moved from impersonal to personal, and it is not just how to secure
your customers but how to maintain them and continuously evaluate their worth that
matters.
The book argues, supported by
numerous examples, that sustainable profits are dependent on loyal customer relationships,
and shows how to build these profits through a company-wide commitment to customized
information, service and dialogue.
As practitioners are aware,
most failures are accounted to people and organizations - not technology. Clear, practical
'how-to' guidelines are illustrated, not only for implementing functional, modern If
technology and marketing programmes, but also for creating organizations of excellence and
success.
Breaking new ground, Valuing
Your Customers introduces the unique link between database marketing and organization
change in what it describes as 'the responsive company'. Step-by-step, the latest hot
concepts are approached and taken on board, such as loyalty, relationship, one-to-one |j|
marketing, and how to integrate systems, corporate culture and marketing processes. ^
This book is fundamental to
the development of database marketing and the way it shapes the strategy ^ thinking of the
future. By combining all these elements, Valuing Your Customers brings to you an exciting
new agenda for the marketing arena. ^
Special features include:
New creative ideas
establishing a visionary book
New values-based approach to
the development of loyalty
All aspects covered -
making it a complete book with illustrative case studies and examples
370 pages