Master Relationship Marketing / Customer LifeCycle Marketing By an Amazon.com customer | |
 | Relationship Marketing: Successful Strategies For The Age Of The Customer by Regis Mckenna Buy new: $15.39 / Used from: $0.01 The first and original thought on the Relationship Marketing / Customer LifeCycle-based marketing approach. Foundation work for everything "1 to 1" ever since. |
 | The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value by Frederick F. Reichheld Buy used from: $0.01 Original (1996) real-world proof of the enormous profitability behind the Relationship / LifeCycle Marketing approach. Absolute classic "proof of concept" on the profitability of Customer Retention. |
 | The Engaged Customer : The New Rules of Internet Direct Marketing by Hans Peter Brondmo Buy used from: $0.01 Foundation tactics updated taking the Web into account. Very helpful for anyone trying to "sell" the Relationship Marketing approach internally to an organization. Takes you to the edge of "How To". |
 | Drilling Down: Turning Customer Data into Profits With a Spreadsheet by Jim Novo Buy used from: $29.94 The "How To" behind what McKenna, Reichheld, and Brondmo are talking about. Step by step instructions / metrics for measuring and managing customer LifeCycles with Relationship Marketing tactics. |
 | e-Loyalty: How to Keep Customers Coming Back to Your Website by Ellen Reid Smith Buy new: $16.99 / Used from: $0.07 Once you master the basics, you will need to get more sophisticated to keep driving higher ROI. Customer Loyalty progams can be very profitable if set up correctly; this book is an issues roadmap. |
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