Research and the Customer Lifecycle      Direct Marketing's leading researchers show the way to increased sales and profits   by Kenneth Hartmann, John Banslaben & Harry Seymour (editors)   Softback book, 1st Edition 4 chapters (187 pages)   Published by Direct Marketing Association, New York First impression January 1995 ISBN: 0933641508   Cover Price: US$50.00 Note: this is the price printed on the cover, and does not necessarily represent the actual price you will pay for this item. Click here to tell a friend Buy it online at Barnes & Noble
What's it all about? In this book the members of the DMA Research Council have brought together the tools of research together into a single volume. The aim is to educate management about what is available and how each research tool can be used. The book is organised around the customer lifecycle. It is a compilation of articles, mostly from DMA Research Council Members, and mostly written specifically for the book. For the most part, the book is organised around the uses of research in the acquisition of new customers, the development of more business from those customers once acquired, and customer retention.
Biography... The editors were all prominent members of the DMA Research Council.

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