Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing - Abaete de Azevedo ,Ricardo Pomeranz

Introduction

Rapp Collins is one of the world's largest direct marketing networks with over 60 offices in 36 countries, delivering over 40 years' experience in customer acquisition, retention and optimization to its clients
Rapp Collins was ranked the #1 Direct Marketing Agency in the U.S. in 2005, 2006 and 2007 by Advertising Age
Includes guidance on building infrastructure for implementing relationship programs, developing databases and creating predictive models

About the book

Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaete de Azevedo and Ricardo Pomeranz, top leaders at the world-renowned direct marketing agency Rapp Collins, reveal how businesses of any size can develop a global strategy that embraces today's empowered consumers and encourages the development of meaningful, profitable relationships with them.

Sharing insider details from Rapp Collins's breakthrough methodology, the authors provide the tools to implement the next level of relationship marketing, enabling you to pinpoint the unique value of every customer and specific direct marketing techniques for winning them over.

You get practical steps for integrating your brand communications and identifying a strong marketing concept to create a campaign that establishes personalized connections with consumers. Then, you'll learn how to:

Implement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control
Utilize databases to gather individualized information and create targeted messages
Create specific campaigns that are relevant to different segments of consumers
Measure marketing campaign results with ROI calculation models
Develop practices that will continuously improve ROI

Rounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. Customer Obsession is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments.

About the author

Abaete de Azevedo is the CEO of Rapp Collins Latin America. Ricardo Pomeranz is the Global Chief Digital Officer of Rapp Collins Worldwide, as well as President of Rapp Digital, a division of Rapp Collins Brazil Group. Azevedo and Pomeranz frequently lecture on the subject of new technologies and relationship marketing. They both belong to Rapp Collins Global board and have been teaching marketing for 15 years at top MBA programs in Brazil.

Table of contents

Introduction

1. Industry, retail or consumer: who controls the market?

2. How much is each consumer worth?

3. Relationship strategies to win and maintain customers

4. Integrated communication: relationship marketing?s key role

5. Creation of results

6. Relationship marketing in action

7. Database construction and intelligence

8. Financial analysis

9. Global Relationship Marketing Success cases

10. The future of marketing communication