Ch. 1. A Change of Orientation: Retention Instead of Conquest -- Appendix 1: A Survey of U.S. Businesses to Assess Attitudes About Retention Versus Conquest Marketing -- Wave II -- Ch. 2. What You Need to Know: Collecting the Right Information -- Appendix 2: Suppliers of External Databases and Mass-Compiled Databases -- Ch. 3. The Value of a Customer Information File -- Ch. 4. Blueprinting Customer Contact Opportunities -- Ch. 5. Encouraging an Informal Dialogue with Customers -- Appendix 5: Analysis of Customer Communications -- Ch. 6. Establishing a Formal Dialogue: Satisfaction Measurement -- Appendix 6: Who's Satisfying Their Customers? -- Ch. 7. Maintaining Customer Contact: Communication Programs -- Appendix 7: Sponsorships of Special Events by U.S. and International Marketers -- Ch. 8. What to Do When You Fail: Lost Customer Programs -- Ch. 9. Building an Internal Organization to Support Aftermarketing.