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Customer-centric marketing : supporting sustainability in the digital age / Neil Richardson, Jon James and Neil Kelley

By: Contributor(s): Material type: TextTextPublication details: London, United Kingdom : Kogan Page Limited, c2015Description: x, 246 pages : illustrations ; 24 cmISBN:
  • 9780749472092
Subject(s): LOC classification:
  • HF 5415.55 .R53 2015
Contents:
Part 1. Changing landscapes -- Part 2. Knowing your company -- Part 3. Building relationships -- Part 4. Marketing planning -- Part 5. The marketing mix
Summary: 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
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II General Circulation Gen. Ed. - CBA GC HF 5415.55 .R53 2015 (Browse shelf(Opens below)) c.1 Available NULIB000009930

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

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