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Customer-Centric Marketing : Supporting Sustainability in the Digital Age by Jon James, Neil Richardson and Neil Kelley (2016, Hardcover)

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Number of Pages: 256. Weight: 1.19 lbs. Publication Date: 2016-03-28. Publisher: Kogan Page.

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Product Information

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.

Product Identifiers

Publisher
Kogan Page, The Limited
ISBN-10
0749479019
ISBN-13
9780749479015
eBay Product ID (ePID)
228724648

Product Key Features

Author
Neil Richardson, Neil Kelley, Jon James
Publication Name
Customer-Centric Marketing : Supporting Sustainability in the Digital Age
Format
Hardcover
Language
English
Publication Year
2016
Type
Textbook
Number of Pages
256 Pages

Dimensions

Item Length
9.5in
Item Height
0.7in
Item Width
6.4in
Item Weight
18.6 Oz

Additional Product Features

Table of Content
ONE: Changing landscapes; 01: Developments in society; 02: Why do companies fail?; 03: Orientations; 04: Marketing and sustainability: Separating facts from fiction; TWO: Knowing your own company; 05: Digital marketing and research; 06: Systems and customer-centricity; THREE: Building relationships; 07: How stakeholders make buying decisions; 08: Users and/or customers?; 09: The sustainable customer; 10: Acquiring, retaining and satisfying customers; 11: Communities and networks; FOUR: Marketing planning; 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis; 13: Situation review: The internal (micro) and external (macro) environments; 14: Marketing objectives, strategy formulation and tactical implementation; 15: Resource allocation: Monitoring, evaluation and control; 16: Barriers to adopting sustainable marketing planning: And how to overcome them; FIVE: The marketing mix; 17: Communications; 18: Convenience for customers; 19: Customer benefits; 20: Cost or sacrifice; 21: Services and sustainability; SIX: What does the future hold?; 22: What does the future hold?
Copyright Date
2016
Target Audience
College Audience
Topic
Marketing / General, Customer Relations, E-Commerce / Internet Marketing, Management
Dewey Decimal
658.8/12
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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item 1 Customer-Centric Marketing: Supporting Sustainability In The Digital Age
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item 2 Neil Richardson Jon James Neil Kelley Customer-Centric Marketing (Hardback)
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Picture 1 of 1

Customer-Centric Marketing : Supporting Sustainability in the Digital Age by Jon James, Neil Richardson and Neil Kelley (2016, Hardcover)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Customer-Centric Marketing: Supporting Sustainability In The Digital Age

item 2 Neil Richardson Jon James Neil Kelley Customer-Centric Marketing (Hardback)

item 3 Customer-Centric Marketing: Supporting Sustainability in the Digital Age: By ...

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