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The G.R.E.A.T. Retention Book
The Art of After-Sales Marketing
The Art of After-Sales Marketing Book. Strategies on Retention, Loyalty, and Brand Advocacy.

THE ART OF
After-Sales Marketing

Turning Satisfied Customers into Loyal Brand Advocates

About the book

The Art of After-Sales Marketing invites marketers to look beyond tactics and campaigns, and to rediscover customer engagement as a creative discipline.

Drawing inspiration from art, artists, and visual storytelling, the book explores how brands infuse character, individuality, and emotion into the moments that follow the sale — where loyalty is shaped and relationships are sustained.

Rather than treating after-sales as a functional process, the book reframes it as an expressive act: a space where storytelling, memory, and emotion converge to create meaning and long-term attachment.

Across its chapters, the reader is guided from foundational principles of post-purchase engagement to practical strategies for building enduring customer relationships — and towards a forward-looking view of how after-sales marketing will evolve in a world increasingly shaped by automation and AI.

This book is for marketers, founders, and leaders who recognise that a customer relationship does not end at the transaction — and that the most valuable growth happens afterwards.

Reader perspectives

"The book calls upon you to think about how your brand values manifest themselves in your after-sales service, and the author brings the importance of after-sales marketing to life with compelling real-life examples. Given the massive deterioration in customer service post-Covid, a most timely book."
Andrew Marsden FCIM
Former President, The Marketing Society
"The old adage, a picture paints a thousand words, enables marketers to quickly translate concepts and ideas into images. Using art and artists, the author illustrates how companies infuse their brands with character, individuality, and emotion."
Dr Trevor Brignall
Past Master, Worshipful Company of Marketors
"This short book is practical. Its focus is how to culture the maximum out of existing client relationships by improving their experience. What stands out is that the personal approach is key."
Nicky Oliver
Client and Marketing Director
"The concept of after sales marketing, although it is a simple one, yet it is often forgotten that it is integral and common sense to retain customer and brand loyalty after the initial sale for all businesses and professional relationships."
Sangeeta Laudus
Strategic Comms and Marketing Consultant

Foreword

This book is written in an easily digestible format that walks the reader through a journey of exploration on a key area of marketing that adds significant value to the profitability of any organisation, large or small.

Customer acquisition and, importantly, retention are essential not only to commercial operations but also not-for-profit and membership organisations. 

The book will appeal to a wide range of readers, ranging from those on a journey of discovery wishing to learn more about this important topic to the seasoned practitioner seeking a useful checklist. 

For centuries, the most powerful stories and impacts have been delivered not through words but pictures and music -from the paintings of prehistoric cavemen to the work of Andy Warhol, the compositions of Mozart to those of Bob Dylan and PaulMcCartney.

The old adage, a picture paints a thousand words, enables marketers to quickly translate concepts and ideas into images.

Using art and artists, the author illustrates how companies infuse their brands with character, individuality, and emotion."

TREVOR BRIGNALL
PAST MASTER
WORSHIPFUL COMPANY OF MARKETORS
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© 2026 The G.R.E.A.T. Retention Method™ is a proprietary behavioural framework created by Vladislav Dobrokhotov. All rights reserved.