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Customer-Centric Marketing Supporting Sustainability in the Digital Age

47,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

03.02.2015

Verlag

Kogan Page Ltd

Seitenzahl

256

Maße (L/B/H)

23,4/15,6/1,5 cm

Gewicht

398 g

Auflage

1

Sprache

Englisch

ISBN

978-0-7494-7209-2

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

03.02.2015

Verlag

Kogan Page Ltd

Seitenzahl

256

Maße (L/B/H)

23,4/15,6/1,5 cm

Gewicht

398 g

Auflage

1

Sprache

Englisch

ISBN

978-0-7494-7209-2

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Customer-Centric Marketing
  • Produktbild: Customer-Centric Marketing

  • Preface

    Part One Changing landscapes

    01 Developments in society
    The rise of conflicting stakeholder interests
    Corporate social responsibility
    The business of business is business...?
    The sustainability continuum
    Sustainable marketing
    Summary and activities

    02 Why do companies fail?
    Corporate governance
    Changing environments
    Size and complexity
    Which way are you looking and are you listening?
    What are you saying and is it worth hearing?
    Co-creation of value
    Summary and activities

    03 Orientations
    The role of markets
    Summary and activities

    04 Marketing and sustainability: Separating facts from fiction
    What is marketing to you?
    Summary and activities

    Part Two Knowing your own company

    05 Digital marketing and research
    The research process
    Digital marketing research
    Big data
    Little treasures
    Search, site and social
    Listening...
    Research on the go
    Summary and activities

    06 Systems and customer-centricity
    Systems
    CRM
    What is marketing's role in supporting the market orientation of the organization?
    Summary and activity

    Part Three Building relationships

    07 How stakeholders make buying decisions
    The consumer market (B2C)
    Social factors: culture, reference groups, social class
    Organizational buying behaviour: the business-to-business (B2B) market
    The decision-making unit
    Summary and activities

    08 Users and/or customers?
    An identity crisis?
    Identity: lies, damn lies and Facebook
    The dark(er) side of social networks
    Multi-tasking and dual-screening
    How to respond
    Summary and activity

    09 The sustainable customer
    A historical perspective
    The Five Planets Theory
    Value, values and meaning
    Heuristics
    So, what is a sustainable consumer?

    10 Acquiring, retaining and satisfying customers
    Relationship marketing
    (Customer) loyalty
    Trust
    Measuring and monitoring
    Online loyalty
    Summary

    11 Communities and networks
    Online communities
    Tribes
    The power of the online community
    Building online relationships
    Create your own
    Internal communities and networks
    Trust within networks
    Summary and activities

    Part Four Marketing planning

    12 Goal setting: Mission (or vision) statement, corporate objectives and gap analysis
    Influences on mission statements
    Corporate objectives
    Internal marketing
    Summary and activities

    13 Situation review: The internal (micro) and external (macro) environments
    Marketing audits
    The macro environment
    Issues relating to monitoring the macro environment
    Micro environment
    Summary and activities

    14 Marketing objectives, strategy formulation and tactical implementation
    Creating a plan
    TOWS analysis
    Summary and activities

    15 Resource allocation: Monitoring, evaluation and control
    Budget
    Using benchmarking to measure change
    Practical steps towards sustainable marketing
    Summary and activities

    16 Barriers to adopting sustainable marketing planning: And how to overcome them
    Barriers
    Focus
    Planning in a crisis
    Using digital marketing to overcome barriers to adopting sustainability
    Codes of conduct
    Standards and guides
    And finally...
    Summary and activities

    Part Five The marketing mix

    17 Communications
    Theories of communication
    Digital campaigns
    Digital platforms
    Digital media
    Advertising
    PR
    Summary and activities

    18 Convenience for customers
    Marketing channels
    Direct distribution
    Multi-level channels
    Intermediaries as partners
    Market coverage
    Distribution logistics
    Summary

    19 Customer benefits
    Anatomy of a product
    Classification of products
    The product life cycle (PLC)
    Extending the life of the product
    The product adoption process
    Developing new products - why? How?
    Different types of new products
    The new product development process
    The risks involved in NPD
    Summary and activities

    20 Cost or sacrifice
    Perspectives
    Different pricing techniques
    Summary and activities

    21 Services and sustainability
    Characteristics of services
    The extended marketing mix for services
    Process
    Challenges facing service providers
    Summary and activities

    Part Six What does the future hold?

    22 What does the future hold?
    Predicting the future
    Digital storytelling: content and journalism
    Mobile and wearable
    Digital Out of Home
    Social commerce
    Internet of things
    3D printing
    Virtual reality
    Generation Z
    Integration
    Summary and activities

    References and further reading
    Index