Managing the new customer relationship: strategies to engage the social customer and build lasting value
Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated a...
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Mississauga, Ont.
J. Wiley & Sons Canada
2013
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| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9781118255858/?ar |
| Zusammenfassung: | Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today's customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a continuous process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results. |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | 1 Online-Ressource (xx, 327 Seiten) illustrations |
| ISBN: | 9781118092217 111809221X 9781118255896 1118255895 1118255852 9781118255858 1118255909 9781118255902 1299402496 9781299402492 |
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| 264 | 1 | |a Mississauga, Ont. |b J. Wiley & Sons Canada |c 2013 | |
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| discipline | Wirtschaftswissenschaften |
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| spelling | Gordon, Ian 1952 June 19- VerfasserIn aut Managing the new customer relationship strategies to engage the social customer and build lasting value Ian H. Gordon Mississauga, Ont. J. Wiley & Sons Canada 2013 1 Online-Ressource (xx, 327 Seiten) illustrations Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes bibliographical references and index Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today's customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a continuous process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results. Relationship marketing Customer relations Management Social media Marketing Marketing relationnel Customer relations ; Management 9781118092217 Erscheint auch als Druck-Ausgabe 9781118092217 |
| spellingShingle | Gordon, Ian 1952 June 19- Managing the new customer relationship strategies to engage the social customer and build lasting value Relationship marketing Customer relations Management Social media Marketing Marketing relationnel Customer relations ; Management |
| title | Managing the new customer relationship strategies to engage the social customer and build lasting value |
| title_auth | Managing the new customer relationship strategies to engage the social customer and build lasting value |
| title_exact_search | Managing the new customer relationship strategies to engage the social customer and build lasting value |
| title_full | Managing the new customer relationship strategies to engage the social customer and build lasting value Ian H. Gordon |
| title_fullStr | Managing the new customer relationship strategies to engage the social customer and build lasting value Ian H. Gordon |
| title_full_unstemmed | Managing the new customer relationship strategies to engage the social customer and build lasting value Ian H. Gordon |
| title_short | Managing the new customer relationship |
| title_sort | managing the new customer relationship strategies to engage the social customer and build lasting value |
| title_sub | strategies to engage the social customer and build lasting value |
| topic | Relationship marketing Customer relations Management Social media Marketing Marketing relationnel Customer relations ; Management |
| topic_facet | Relationship marketing Customer relations Management Social media Marketing Marketing relationnel Customer relations ; Management |
| work_keys_str_mv | AT gordonian managingthenewcustomerrelationshipstrategiestoengagethesocialcustomerandbuildlastingvalue |