{"product_id":"9780071641463","title":"Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing","description":"\u003cp\u003e\u003ci\u003eCustomer Obsession\u003c\/i\u003e is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê 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.\u003c\/p\u003e  \u003cp\u003eSharing 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.\u003c\/p\u003e  \u003cp\u003eYou 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:\u003c\/p\u003e  \u003cul\u003e \u003cli\u003eImplement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control\u003c\/li\u003e  \u003cli\u003eUtilize databases to gather individualized information and create targeted messages\u003c\/li\u003e  \u003cli\u003eCreate specific campaigns that are relevant to different segments of consumers\u003c\/li\u003e  \u003cli\u003eMeasure marketing campaign results with ROI calculation models\u003c\/li\u003e  \u003cli\u003eDevelop practices that will continuously improve ROI\u003c\/li\u003e  \u003c\/ul\u003e  \u003cp\u003eRounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. \u003ci\u003eCustomer Obsession\u003c\/i\u003e is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments.\u003c\/p\u003e","brand":"McGraw Hill LLC","offers":[{"title":"Default Title","offer_id":47070891704560,"sku":"9780071641463","price":30.6,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780071641463_p0.jpg?v=1763635507","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780071641463","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}