000			02072cam a2200349 a 4500
001			2122302
003			BD-DhUL
005			20161226121251.0
008			941114s1995 nyu 001 0 eng
010			_a94043548
020			_a0887307256
035			_a2122302
040			_aTOC _beng _cTOC _dTOC _dBD-DhUL
043			_an-us---
082	0	0	_a658.812 _220 _bRAU
100	1		_aRaphel, Murray, _d1928-
245	1	0	_aUp the loyalty ladder : _bturning sometime customers into full-time advocates of your business / _cMurray Raphel and Neil Raphel.
250			_a1st ed.
260			_aNew York : _bHarperBusiness, _cc1995.
300			_axiv, 289 p. ; _c25 cm.
500			_aIncludes index.
520			_aEveryone is a customer: most of us pick and choose where and how to buy, offering no particular loyalty to any retail source. In Up the Loyalty Ladder, Murray and Neil Raphel reveal how to reach this mass of "occasional buyers," how to convert sales prospects into regular customers, regular customers into loyal clients, and loyal clients into full-time advocates who will actually guide other customers your way. To supplement these strategies for getting customers to come in, buy more, and come back, the Raphels offer concrete media tips to take you every step of the way, including advice on newspaper, radio, and television advertisements as well as direct mail, telemarketing, and in-store promotional events.
520	8		_aThroughout their book, the Raphels illustrate their points with hundreds of anecdotes and examples pulled from their years in business, interviews with some of America's top salesmen, and case studies of such customer-focused businesses as Ben & Jerry's Ice Cream and the children's clothing catalog company Hanna Andersson.
650		0	_aCustomer relations.
650		0	_aAdvertising.
650		0	_aConsumer satisfaction.
650		0	_aWord-of-mouth advertising.
650		0	_aSuccess in business _zUnited States.
650		0	_aBusinesspeople _zUnited States _xInterviews.
700	1		_aRaphel, Neil.
942			_2ddc _cBK
999			_c141377 _d141377