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Table of Contents: “…Smith -- Lifetime values and database marketing / Kevin Gavaghan -- Using the customer database / Merlin Stone -- Direct marketing / Tony Williams -- Telemarketing / Peter Murley -- Encouraging customer feedback / Charles R. …”

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Table of Contents: “…Guptara -- Customer first : a strategy for quality service / Denis Walker -- Using information systems / Merlin Stone -- Outsourcing / Brian Rothery -- Total quality management / John S. …”