Ulteriori informazioni
Informationen zum Autor 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. Klappentext Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced! fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable! it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value! leading to improved customer satisfaction! better professional relationships and increased effectiveness. Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing! this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile! QR codes and social network sites for consumers interested in ethical! environmental and sustainable marketing. Strengthens the competitive advantage of organizations by suggesting solutions to problems facing practitioners Zusammenfassung Improve how customers perceive a business by tapping into the benefits of sustainable development through digital marketing. Inhaltsverzeichnis Preface Part One Changing landscapes 01 Developments in society The rise of conflicting stakeholder interests Corporate social responsibilityThe 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 ...
