Most companies recognise that customers are vital to their business. They take great pains in planning marketing campaigns and promotions. However, there is much more to attracting customers. Maximising Profits is an all-encompassing guide in the area of customer relationship management. From altering customers? attitudes to creating relationships on the Internet to enhancing loyalty, it gives detailed and structured guidelines in an uncertain field. The ideas presented are illustrated with numerous examples of both Asian and Western companies. At a time when globalisation and the Internet provide many other options for the consumer, this book proves an invaluable manual for those who wish to continually attract and retain their customers.

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