Customer-Centric Marketing

Supporting Sustainability in the Digital Age
1. Auflage 2015
ISBN: 978-0-7494-7209-2
Verlag: Kogan Page

Buch, Englisch, 256 Seiten, Paperback, Format (B × H): 156 mm x 234 mm, Gewicht: 398 g

Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness.

Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.

Autoren/Hrsg.

Richardson, Neil

Kelley, Neil

James, Jon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Corporate Social Responsibility (CSR), Nachhaltiges Wirtschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Section - ONE: Changing landscapes; Chapter - 01: Developments in society; Chapter - 02: Why do companies fail?; Chapter - 03: Orientations; Chapter - 04: Marketing and sustainability: Separating facts from fiction; Section - TWO: Knowing your own company; Chapter - 05: Digital marketing and research; Chapter - 06: Systems and customer-centricity; Section - THREE: Building relationships; Chapter - 07: How stakeholders make buying decisions; Chapter - 08: Users and/or customers?; Chapter - 09: The sustainable customer; Chapter - 10: Acquiring, retaining and satisfying customers; Chapter - 11: Communities and networks; Section - FOUR: Marketing planning; Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis; Chapter - 13: Situation review: The internal (micro) and external (macro) environments; Chapter - 14: Marketing objectives, strategy formulation and tactical implementation; Chapter - 15: Resource allocation: Monitoring, evaluation and control; Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them; Section - FIVE: The marketing mix; Chapter - 17: Communications; Chapter - 18: Convenience for customers; Chapter - 19: Customer benefits; Chapter - 20: Cost or sacrifice; Chapter - 21: Services and sustainability; Section - SIX: What does the future hold?; Chapter - 22: What does the future hold?

Über Autor(innen)

Kelley, Neil
Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Metropolitan University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles.

James, Jon
Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.

Richardson, Neil
Neil Richardson is an experienced marketing/business practitioner. He is involved in supporting other professionals who seek advice about marketing and decision making as well as being a senior lecturer and CIM course leader at Leeds Business School. He has also co-authored Develop your Marketing Skills, Develop your PR Skills, A Quick Start Guide to Social Media Marketing & Customer-Centric Marketing (all published by Kogan Page).

Neil Richardson is a Senior Marketing Lecturer at Leeds Beckett University and a Chartered Institute of Marketing Course Leader. He has over 20 years of experience in sales management, marketing and customer service in the B2B sector.

Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Beckett University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles.

Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.