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Strategic Customer Management
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
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.
Black Mirror and Critical Media Theory
Black Mirror is The Twilight Zone of the twenty-first century. Already a philosophical classic, the series echoes the angst of an era, a civilization and consciousness fully engulfed in the 24/7 media spectacle spanning the planet. With clever plots and existential themes, Black Mirror presents near-futures where humans collide with technology and each other—tomorrows that might arrive in five years or five minutes. Featuring scholars from three continents and ten nations, Black Mirror and Critical Media Theory is an international collection of critical media theory applied to one of the most intellectually provocative TV shows of our time and the all-too-real conditions that inspire it. Drawing from thinkers such as Michel Foucault, Jean Baudrillard, Guy Debord, Marshall McLuhan, and Paul Virilio, the authors reverse-engineer Black Mirror by probing the ideas, meanings, and conditions embedded in the episodes. This book is organized around six key topics reflected and explored in Black Mirror—human identity, surveillance culture, spectacle and hyperreality, aesthetics, technology and existence, and dystopian futures.
Vanishing Boundaries
Businesses need to become more consumer-centric, efficient, and quality conscious. Yet global competition and supply chain complexity are increasing so rapidly that managers must reach across the manufacturing and service boundary to gather more universally applicable ideas. Vanishing Boundaries: How Integrating Manufacturing and Services Creates C
Side by Side?
A new wave of community arts projects has opened up exciting areas of cross-cultural creativity in recent years. These collaborations of local people, arts facilitators, anthropologists and supporting organisations represent a flourishing new form of arts-based collaborative anthropology that aims to document the stories and cultures of local people using creative art forms. Often focusing on social and cultural agendas, from education and health promotion to advocacy and cultural heritage preservation, participants bring together methods historically linked to anthropology with those from the arts and community development. Side by Side? – The Challenge of Co-creativity investigates these...
A New Paradigm in Marketing – The Service Dominant Logic: Academia’s Reactions to the Theory of Vargo and Lusch
For virtually all of the 20th century, the paradigm in marketing was founded on early economic thoughts, making goods and exchanges the focal point of economic research and practice. In the 1980s and 1990s, scholars called for a paradigm shift, but did not deliver clear directives on how to move forward. It was not before 2004 when Stephen L. Vargo and Robert F. Lusch published their award-winning article Evolving to a New Dominant Logic for Marketing in the Journal of Marketing, dealing with a potentially new paradigm for marketing. The publication has caused a lot of discussions, crowned by a collection of essays from more than 50 scholars in 2006. This book aims at looking into the reactions and discussions regarding the proposed service-dominant logic in more detail. So far, no comprehensive overview of the existing literature has yet been made. This book will introduce the basic ideas of the service-dominant logic, followed by a detailed state-of-literature. The last part of the book will examine whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets.
Advances in the Human Side of Service Engineering
If there is any one element to the engineering of service systems that is unique, it is the extent to which the suitability of the system for human use, human service, and excellent human experience has been and must always be considered. An exploration of this emerging area of research and practice, Advances in the Human Side of Service Engineerin
An Introduction to Service-Dominant Logic
The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.
Corporate Stakeholder Democracy
Most practitioners and decision makers look at corporate social responsibility (CSR) as a socially responsible management practice on top of what company leaders generally do: focus on the sustainable, long term financial profitability of their corporation. This book focuses on a political understanding of CSR: the author bridges politics with corporate social responsibility and in a creative and provocative manner. Braun seeks to explore why and how corporations are to be seen as political actors with important roles in our current societies. The first part discusses the social context, the various stakeholder approaches and it also endeavors – with the help of the historic/political parallel of the bourgeois revolutions in the 19th century – to define the corporate polity. The second part analyses the new kind of political operational logic from the viewpoint of the different areas of corporate operation; it gives an overview of the consequences for the individual areas of operation and indicates how corporate policy can be realized in the given field of operation. The third part of the book introduces the institutions necessary for the creation of the corporate polity.
Firm Competitive Advantage Through Relationship Management
Relationship management (RM) is an essential part of business, but its success as a business model can be hard to measure, with some firms embracing a model that is truly relationship-orientated, while others claim to be relationship-orientated but in fact prefer transactional short-term gain. This open access book aims to develop a mid-range theory of relationship management, examining truly relationship-orientated firms to discover not only what qualities these firms have that make them successful at the RM model, but also what benefits this model has for the firm. It addresses questions like how RM-mature companies achieve and sustain competitive advantage, and what determines the scale and scope of these firms, illustrating with case studies. This book will be of interest to scholars studying leadership and strategy, especially those interested in relationship management, business ethics and corporate social responsibility. It will also be of interest to professionals looking to develop their understanding of relationship management.
