Your company's revenues, profits and market share - and your salary - come ultimately from one source: your customers. Once you realize that customers are the basic foundation of your company, you will agree that you are in the business of developing a solid base of good customers for your products and services. This book helps to analyze a customer base by building a "customer pyramid". The customer marketing process - based on modern information technology and an integrated mix of methods and media - is clearly presented in a ten-step plan which can be implemented in any company: how to capture customer data; make a customer pyramid; analyze customers; set customer goals; develop a customer benefits package; select methods and media; get customer orientated; record customer behaviour; analyze results; and revise customer programmes.
- ISBN10 0749426276
- ISBN13 9780749426279
- Publish Date 30 April 1998 (first published 30 June 1992)
- Publish Status Out of Print
- Out of Print 21 January 2005
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 2nd Revised edition
- Format Paperback (UK Trade)
- Pages 128
- Language English