Successful Customer Relationship Marketing

FOSS

ISBN 10: 0749435798 / ISBN 13: 9780749435790

Edité par Kogan Page Business Books, 2001

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Synopsis :

As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offers gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences. This volume takes an in-depth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge - how companies interpret and make use of customer data; Strategy and Technology - how e-business thinking and new technologies are used for managing customers; Implementation -considers how to translate theory and technology into improved (global) customer management; and Sector Studies.

À propos des auteurs: Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management. Merlin Stone is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Customer Relationship Marketing, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications. Merlin Stone has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.

Bryan Foss is an independent non-executive director (NED), board level adviser, mentor and Visiting Professor. The majority of his work is in board governance and risk management (including operational, systems and data risks), also Business-to-Business marketing and sales, including international Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, regulatory, academic and professional roles, he is also an active board mentor for a very wide variety of organisations and individuals.

Détails bibliographiques

Titre : Successful Customer Relationship Marketing
Éditeur : Kogan Page Business Books
Date d'édition : 2001
Reliure : Couverture rigide
Etat : Brand New