Customer-centric marketing : supporting sustainability in the digital age /
Richardson, Neil
Customer-centric marketing : supporting sustainability in the digital age / Neil Richardson, Jon James and Neil Kelley - London, United Kingdom : Kogan Page Limited, c2015 - x, 246 pages : illustrations ; 24 cm.
Includes bibliographical references.
Part 1. Changing landscapes -- Part 2. Knowing your company -- Part 3. Building relationships -- Part 4. Marketing planning -- Part 5. The marketing mix
Customer-Centric Marketing looks at how to become a socially responsible company whose customers want to advocate for them. Since customers are more technically-savvy than ever before, this book focuses on creating and implementing a purpose-driven digital marketing plan that sets out: what a company's values and goals are; what a company is good at; what the customers want; how communications can be used to improve internal and external relationships; what role digital communications will play. Offering an actionable plan for adopting sustainable marketing, this book explains how to meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable and responsible practices
9780749472092
RELATIONSHIP MARKETING
HF 5415.55 .R53 2015
Customer-centric marketing : supporting sustainability in the digital age / Neil Richardson, Jon James and Neil Kelley - London, United Kingdom : Kogan Page Limited, c2015 - x, 246 pages : illustrations ; 24 cm.
Includes bibliographical references.
Part 1. Changing landscapes -- Part 2. Knowing your company -- Part 3. Building relationships -- Part 4. Marketing planning -- Part 5. The marketing mix
Customer-Centric Marketing looks at how to become a socially responsible company whose customers want to advocate for them. Since customers are more technically-savvy than ever before, this book focuses on creating and implementing a purpose-driven digital marketing plan that sets out: what a company's values and goals are; what a company is good at; what the customers want; how communications can be used to improve internal and external relationships; what role digital communications will play. Offering an actionable plan for adopting sustainable marketing, this book explains how to meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable and responsible practices
9780749472092
RELATIONSHIP MARKETING
HF 5415.55 .R53 2015