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About this product
- SynopsisA practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world Marketing Is Dead! Long Live Marketing! Marketing is dead because the old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities.Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank for the marketing buck" by focusing on the ultimate market segment- the individual customer - effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value.Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers: Shows how to plan a relationship marketing initiative and provides sound, proven techniques for implementing it successfully. Gives you the tools to determine: the current mix of customers; the current and potential profitability of each one; and when to reward, discipline, and even fire customers. Explains how business-to-business relationships differ fundamentally from those with consumers, and presents a process for the planning of these different customer relationships. Explores the impact of technology on marketing, and how advances in technology can help companies bond more tightly with their customers. Expands the concept of a company's relationships beyond those with customers to include employees, suppliers, investors, and other important links in the "chain of relationships." Features numerous examples of best practices from leading-edge relationship marketing companies. Relationship marketing is not just a "fad of the month." Rather, it affects the entire enterprise and all its stakeholders. This book describes how to link and align various groups and initiatives within the company - technology, people, business processes, and customer knowledge - in order to bond more intensely with your customers and create new value with them.,Relationship marketing is all about forging strong, enduring, and unique relationships with a core of the most valuable customers. It represents a fundamental shift in marketing strategy away from simply trying to conduct as many sales transactions as possible, and towards concentrating on building strong relationships with the customers that are most valuable and profitable to serve. This text explains how to implement a relationship marketing programme in your organization, supplies tools for measuring results, and explores the practical role of technology as a key enabler in successful relationship marketing. It also discusses relationship management, or the forging of relationships with investors, suppliers, and employees, as well as customers.,This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1878 edition. Excerpt: ... MIDSUMMER MAY. CHAPTEN I. A PARTY IN PROSPECT. "f ECIL will you leave off? Cecil " cries May Berkeley, in a tone of extreme annoyance. The brother and sister are standing, one on each side of a croquet hoop, on the lawn at Mwyngil. It is a lovely summers evening, and the air is fragrant with the scent of roses and mignonette, newly-cut grass, and freshly-watered flower-beds. May is putting up the croquet hoops, or trying to do so. Cecil is helping her after a fashion ipeculiar to himself--that is to say, as fast as-she gets them straight and into position, he puts them crooked and out of position. To-morrow, Midsummer-day, the 24th of June, will be Mays birthday--her tenth--and she is going to have a party. So all this afternoon she has been in a state of the greatest possible excitement, thinking about, and making preparations for, the great occasion. Among other things, of course the croquet hoops must be set up. That is most important, May thinks. But the setting up of croquet hoops is at any time rather fatiguing work, and under present circumstances, May certainly finds it no easy task. Her face, as she raises it to her brother, is flushed both with vexation and with the exertion of stooping. "I tell you its not a bit of good putting them up to-night, May," he says. May looks at him, her eyes very bright. "But I want to put them up--and I will put them up, Cecil " she says. Cecil laughs. "Oh, of course youll have your own way, Miss Obstinate--if you can get it: I know that. But you may as well put them straight, when you are about it." And with that he turns the hoop that May has just set up, entirely crooked. "Cecil It is too bad of you--it really is " cries May; and there is the stamp of a light little foot on the soft...
- AuthorIan H. Gordon
- Number Of Pages336 pages
- Publication Date2000-02-23
- PublisherWiley & Sons, Incorporated, John
- Publication Year2000
- Copyright Date1998
- Weight22 Oz
- Height0.9 In.
- Width6.3 In.
- Length9.5 In.
- LC Classification NumberHF5415.55.G67 1998
- Dewey Decimal658.8/12
- Dewey Edition21
Table Of Content
- Table Of ContentPreface Acknowledgements Chapter 1: Marketing is Dead-- Long Live Marketing The Marketing Challenge: The Relationship Marketing Solution What is Relationship Marketing? What Relationship Market is NOT The Eight Components of Relationship Marketing The Enablers of Relationship Marketing Chapter 2: Relationship as Strategy Market Segments and Individual Customers Digitalization of the Marketing Mix New Roles for the Marketer Focus on Strategic Capabilities Chapter 3: Making the Case for Relationship Marketing Is Relationship Marketing a Good Idea? Does Relationship Marketing Fit With Our Strategies? Is Relationship Marketing Part of Our Customers' Future? What Are the Barriers to Relationship Marketing? Will Relationship Marketing Create Additional Shareholder Value? Calculating the Financial Benefits of Relationship Marketing Calculating the Lifetime Value of a Customer Chapter 4: Customer Bonding A Customer Is Not a Customer The Shape of the Customer Profile Levels of Customer Bonding Chapter 5: Consumer Versus Business Relationships Consumer Versus Business-to-Business Market Places Chapter 6: Planning for Better Relationships Phase 0: Plan for a Plan Phase 1: Customer Assessment Phase 2: Benchmarking Phase 3: Company Assessment Phase 4: Statement of Opportunity Phase 5: Future State Phase 6: Business Case Phase 7: Change Management and Implementation Chapter 7: Technology for Relationship Marketing Technology Changes Everything The Changing Roles for Technology Chapter 8: Customizing for the Masses Preconditions for Mass Customization A Range of Approaches to Mass Customization Developing a Mass-Customization Strategy A Mass-Customization Plan Chapter 9: Building a Chain of Relationships Relationships with Investors/Owners and Financial Institutions Relationships with Distribution Channel Intermediaries Relationships with Employees Relationship with Suppliers Relationships with Coventure Partners Management and Control for the Chain of Relationships The New Role of Management Chapter 10: The Relationship Marketing Company of Tomorrow Relationships Determine Future Success Connections Will Become More Fluid Relationships Can Extend the Duration and Value of Connections Relationships Will Increasingly Require More Investment in Strategy Relationships Will Also Depend More on Flexible Capabilities The Customer Data Warehouse Is Only the Beginning Involve Users in Process Design Structure Follows Strategy and Process Stop Along the Road to the Future
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