Weinstein / Ellison Superior Customer Value

Strategies for Winning and Retaining Customers, Third Edition
3. Auflage 2012
ISBN: 978-1-4398-9840-6
Verlag: Taylor & Francis
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 320 Seiten

A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered to customers — this, in turn, results in enhanced market performance. Unfortunately, caught up in the daily economic and competitive pressures of running complex and fast-changing businesses, managers may lose sight of customers’ desires. And, consequently, customer experiences often fall far short of expectations.
Written by an expert with more than fifteen years of experience, Superior Customer Value: Strategies for Winning and Retaining Customers, Third Edition benchmarks the best companies and shows you what it truly means to create world-class value for customers. The book is a state-of-the-art guide to designing, implementing, and evaluating a customer value strategy in service, technology, and information-based organizations. It explores key marketing planning issues that emphasize relationship management strategies to keep customers happy.
See What’s New in the Third Edition:

New topics include:

- Business models

- Co-creation of value

- Corporate entrepreneurship

- Customer experience management

- Customer value metrics

- Net promoter score

- Image

- Innovation

- Social media

Expanded coverage of:

- Customer relationship management

- E-business opportunities

Written as an academic textbook for use in MBA programs, the book is highly readable, practical, and action-oriented, giving managers at all levels of experience guidance on how to improve marketing operations and create customer-centric organizations. It explains valuable tools such as customer value funnel, customer value assessment, service-quality-image-price (SQIP) analysis, and CRM models. Each chapter has a customer value insight checklist, action items, and informative figures and tables.
This revised edition addresses current trends in value-adding business practice, from understanding how to drive a market and find new ventures to the rise in customer importance of the online arena and new models and metrics for customer loyalty and retention. Great companies amaze and delight customers — Superior Customer Value offers a strategic blueprint to learn from the market leaders and apply those lessons to your organization.
Art Weinstein discusses the book in several videos on the CRC Press YouTube Channel.

Zielgruppe

Corporate managers, customer service supervisors and representatives, distributors, entrepreneurs, management consultants, market analysts and researchers, marketing planners and managers, quality control managers, sales managers, and MBA students.

Autoren/Hrsg.

Weinstein, Art

Ellison, D. Hank

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

Customer Value—The Building Blocks
Customers Want Exceptional Value!
Be Customer Driven and Market Driving
Process Management—Best Practices

Designing a Successful Customer Strategy
Building a Winning Business Model and Value Proposition
Service and Quality—The Core Offering
Price and Image—The Communicators

Excelling in the Marketspace
e-Commerce—Opportunities in Marketspace
Integrated Marketing Communications and Social Media

Retaining Customers—Analysis and Strategy
Creating Value through Relationship Marketing
Customer Loyalty and Retention
Customer Value Metrics

Customer Value Case Studies
Appendix: Analyzing Business Situations—The Customer-Value Funnel Approach
Case 1. Enterprise Rent-a-Car
Case 2. FedEx Corporation
Case 3. The Grateful Dead
Case 4. Harrah’s Entertainment, Inc.
Case 5. Publix Super Markets, Inc.
Case 6. StatePride Industrial Laundry

Index

Über Autor(innen)

Art Weinstein is a professor of marketing in the Huizenga School of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale. He earned his Ph.D. in 1991 from Florida International University. Dr. Weinstein is the author of The Handbook of Market Segmentation, 3rd Edition and Defining Your Market, as well as more than 70 scholarly articles and papers on customer-focused topics and marketing strategy issues. He was the founder and editor of the Journal of Segmentation in Marketing. Dr. Weinstein has consulted for many high-tech and service firms.