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Quadrant marketing, 175–178
Quizzes, Web, 332–336
Radisson Hotels, 203–204, 210, 212
Ralston Purina, 136
Rapolla, Joe, 120, 121
RCI, 310, 311
Recency, frequency, monetary (RFM) analysis, xvii, 115–117, 170
Recker, Gail, 203
Recorded music industry, 119–128
Referrals, 295, 315–317
Registration, customer, 294, 300, 334
Regression analysis, 11
Reichheld, Fredrick, xix, 12, 29, 32, 36, 293
Relational databases, xiii–xiv, 342
Relationship building:
business-to-business, 109–110
consumer, 110–111
Relationship marketing, 253
Relevance (of offers), 24–25
Repeat business, 168–169
Reporting function, 301
Reports, customer information, 260
Restraint (in customer management), 215–216
Retail Strategy Institute, Inc., 293
Retention messages, 98–101, 288
Retention rate, 10–11, 93–106
Return on investment (ROI), 26, 131
Return on promotion (ROP), 326–327
Return policies, 271
Revenio, 229
Revenue analysis (see Risk/revenue analysis)
Reverse phone matching, 167–173
RFM analysis (see Recency, frequency, monetary analysis)
Rhodes, Richard, 281
Ricardo, Fernando, 173
Risk/revenue analysis, 12, 218–220
R.L. Polk, 154
Rogers, Martha, 43
ROI (see Return on investment)
ROP (see Return on promotion)
Roy Morgan (research survey), 234
Ryder Truck, 154
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