Description
Explains a form of direct marketing that emphasizes a proactive, personal approach to managing custo...
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Explains a form of direct marketing that emphasizes a proactive, personal approach to managing customer relationships. Sets out 15 core operating principles, among them that account managers act as small business owners, that value for the customer is built on an in-depth understanding of the customer's needs, and that building customer loyalty is an economic necessity. Identifies the criteria for deciding whether the approach is applicable, walks through the phases from planning to evaluation, and follows a manager through a typical day. Annotation c. by Book News, Inc., Portland, Or.
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