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Successful Customer Relationship Marketing
A handbook on customer relationship marketing. Successful Customer Relationship Marketing explores what companies all over the world are doing and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge; Strategy and Technology; Implementation; and Sector Studies.
Customer Relationship Marketing
Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
The Dark Side of CRM
Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firm’s profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling. This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.
Business Solutions on Demand
"It argues convincingly that companies should look at what solutions they can provide consumers with, rather than looking at what products they can foist upon them ... This is an effective guide to delivering real value to the customer through genuine innovative thinking." The Marketer "One of the most successful business solutions tomes ever published." PCPlus Business Based partly on IBM's own transformation, and partly on the transformations that IBM has helped its clients to achieve, this ground-breaking book shows how companies can increase sales and improve margins by introducing a range of solutions. Highly readable, motivational and fast-paced, Business Solutions On Demand is packed with examples from many diverse industries. The authors emphasize that for today's business to compete and survive, it has to exceed the expectations of its customers. Technological advancement, globalization, increased competition, market saturation and easy access to information are all conspiring to make traditional business models redundant.
Up Close and Personal?
This new edition, which includes a new free CD-ROM, features new and updated case studies and extra material on data management in the financial-services sector.
Up Close & Personal?
Based on worldwide research supported by IBM, this book provides new insights into effective customer relationship marketing. "Should be read by all marketing, sales, service, and advertising practitioners."
Direct Marketing
Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area.
CRM in Financial Services
Packed with international case studies and examples, the book begins with a detailed analysis of the state of CRM and e-business in the financial services globally, and then goes on to provide comprehensive and practical guidance on: making the most of your customer base; systems and data management; risk and compliance; channels and value chain issues; implementation; strategic implications.
Measuring Customer Service Effectiveness
Good customer service may be seen as a crucial asset for most organisations. But how do you know that you are delivering good customer service both externally and internally and, more importantly, delivering it to meet and exceed your customers' expectations? Customer service is an intangible thing, it is perishable and it is personal, so measuring it can be complicated and less than straightforward. Help is at hand. Sarah Cook's down-to-earth guide provides the rationale behind measuring service effectiveness externally and internally and explains the measurement process, from preparation to managing the results. The book also includes an exploration of the various techniques open for measuring effectiveness and how to use them. Utilising her consultancy experiences the author has ensured that there is plenty of ready-to-use materials to enable you to start measuring your own organisation's service effectiveness straight away.
The Routledge Companion to Marketing Research
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human–computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
