Relationship Aspect Marketing : Cutting-Edge

Burke offers readers a complete system for defining their goods or services, promoting them appropriately and adjusting them to the changing term of on-line business.

Introduction: What Is Relationship Aspect Marketing?

7

(16)

Section One: It Starts with Customer Service

23

(66)

Trouble Shooting Customer Service

31

(6)

Listen To Customers; They Want to Be Heard

37

(4)

Encouraging Customers to Speak

41

(6)

Customers Put You first If

47

(6)

A Little Bit Extra Goes A Long Way

53

(4)

Share Knowledge And Information

57

(6)

Benefits Can Become Entitlements

63

(4)

Connecting Through Customer Service

67

(4)

How You Handle Complaints

71

(6)

Use Technology To Meet Customer Needs

77

(4)

Appreciation...And Compassion

81

(4)

Better Technology Doesn't Make A Winner

85

(4)

Section Two: Technology---Past, Present and Future

89

(112)

Ask Why Instead of Why Not?

103

(4)

Integrating E-Commerce

107

(6)

E-Mail And Internet Issues

113

(6)

E-Service Is A 24-Hour Thing

119

(4)

Surveys Need to Be Done Carefully

123

(6)

Building A Good Web Site

129

(6)

If You Build It, They May Not Come

135

(6)

E-Mail Can Boost Morale

141

(4)

Technology Offers Increased Intimacy

145

(6)

Humanize Your Technology

151

(6)

An Amazon In Every Respect

157

(4)

Battling Over Price On The Internet

161

(10)

How Effective Is Your Technology?

171

(6)

The Continuing Evolution Of Technology

177

(6)

Technology Predicts Customer Behavior

183

(6)

Keeping Up with Keeping Up

189

(4)

Use The Technology You Already Have

193

(8)

Section Three: Employees Are Your Front Line to Your Customer

201

(28)

One Employee Can Save Many Problems

207

(4)

We're More Alike Than We Think

211

(4)

Low-Tech Solutions For A High-Tech World

215

(4)

Happy Employees Make Happy Customers

219

(4)

Telecommuters Pose A Relationship Problem

223

(6)

Section Four: Branding and Other Marketing Concepts

229

(34)

Focus On The Basics

239

(6)

A Brand Is A Moving Target

245

(8)

The Internet--Resource Or Retailer?

253

(6)

Fear Of Change Is A Conundrum

259

(4)

Conclusion: Flexibility, Failure And Humanity

263

(6)

Appendices

269

(46)

Index

315

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Relationship Aspect Marketing : Cutting-Edge Business Development in the Internet Age

Summary

Table of Contents

Supplemental Materials