Customer-Centric Marketing: Supporting Sustainability in the Digital Age

ISBN-13: 9780749472092 / Angielski / Miękka / 2015 / 256 str.

Neil Richardson; Neil Kelley; Jon James

Opis

A major challenge facing businesses today is how to grow while engaging in recognizably sustainable practices. It is not enough to just be sustainable; the challenge is communicating it and getting the customer involved in the message. Customer-Centric Marketing addresses sustainable marketing planning, its barriers, and how to overcome them by demonstrating how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better relationships and increased effectiveness.

Ideal for senior marketing professionals and students of digital marketing and marketing strategy, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios.

Spis treści

• 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?

O autorze

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). 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. 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.