Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever

Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever
ISBN-10
0471641731
ISBN-13
9780471641735
Series
Relationship Marketing
Category
Business & Economics / Marketing / General
Pages
314
Language
English
Published
1998
Publisher
Wiley
Author
Ian Gordon

Description

A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world

Marketing Is Dead!
Long Live Marketing!

Marketing is dead because the old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities.

Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank for the marketing buck" by focusing on the ultimate market segment— the individual customer — effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value.

Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers:

  • Shows how to plan a relationship marketing initiative and provides sound, proven techniques for implementing it successfully.
  • Gives you the tools to determine: the current mix of customers; the current and potential profitability of each one; and when to reward, discipline, and even fire customers.
  • Explains how business-to-business relationships differ fundamentally from those with consumers, and presents a process for the planning of these different customer relationships.
  • Explores the impact of technology on marketing, and how advances in technology can help companies bond more tightly with their customers.
  • Expands the concept of a company's relationships beyond those with customers to include employees, suppliers, investors, and other important links in the "chain of relationships."
  • Features numerous examples of best practices from leading-edge relationship marketing companies.

Relationship marketing is not just a "fad of the month." Rather, it affects the entire enterprise and all its stakeholders. This book describes how to link and align various groups and initiatives within the company — technology, people, business processes, and customer knowledge — in order to bond more intensely with your customers and create new value with them.

Get the book

Amazon.com
Amazon.com
Search the book
eBay.com
eBay.com
Search the book

Other editions

Similar books

  • 雪球销售法
    雪球销售法
    By （美）莫·邦内尔（Mo Bunnell）著, 信任译

    (美)莫·邦内尔(Mo Bunnell)著, 信任译. 都会享用一份顶级的外卖午餐, ... 同时,回想一下罗伯特·西奥迪尼博士对稀缺的解读。 ... 如果你在某个地域有足够多这样的人(比如说,亚特兰大地区罗素2000指数公司的首席财务官们),那就增加一个地理限制。

  • 讓訂閱制更長久的超級會員經濟：扭轉一次性銷售困境，打造永久鎖住顧客的頂尖商業模式
    讓訂閱制更長久的超級會員經濟：扭轉一次性銷售困境，打造永久鎖住顧客的頂尖商業模式
    By 蘿比．凱爾曼‧巴克斯特

    提供訂閱服務≠建立長期交易！ 當多數訂戶平均六個月就取消訂閱， 你需要打造永久會員機制的實戰工具書！ ●《引爆會員經濟》作者全新力作，Amazon網路書店分類榜TOP5● ...

  • Promotional strategy 1961
    By James F. Engel, Thomas C. Kinnear, Martin R. Warshaw

    Promotional strategy 1961

  • Fast Innovation: Achieving Superior Differentiation, Speed to Market, and Increased Profitability
    Fast Innovation: Achieving Superior Differentiation, Speed to Market, and Increased Profitability
    By Clayton M. Christensen, Michael L. George, James Works

    Provides strategies for speeding innovation and getting to market. This work explains why it usually takes so long for innovations to reach the market, and why they often fail.

  • 世界上最伟大的推销员大全集
    世界上最伟大的推销员大全集
    By 凡禹, 吴慧

    要想从对手那里拉客户,还要超越竞争对手。某家电公司推销员小郝,主要销售电视机、洗衣机等大件家电产品。每次客户要货,小郝都会亲自将货送到客户家里,按客户的要求放到客户认为最合适的位置。如有客户告知需要维修,小郝就会及时赶到,快速高效地修好。

  • 市___理_与__
    市___理_与__
    By _俊玲, 董梅, 主_

    美国营销学专家西奥多·李维特(TheodoreLeavitt)教授曾对推销观念和市场营销观念作过深刻的比较,指出:推销观念注重卖方需要,市场营销观念则注重买方需要。推销观念以卖方需要为出发点,考虑如何把产品变成现金,而市场营销观念则考虑如何通过制造、传送产品 ...

  • 人性鍊金術: 奧美最有效的行銷策略
    人性鍊金術: 奧美最有效的行銷策略
    By 羅里．薩特蘭

    布拉奇(Cecil 'Bertie' Blatch)很清楚這一點,所以在他擔任芬奇利(Finchley)和弗賴恩巴尼特(Friern Barnet)兩區保守黨協會主席的時候,才會決定要「弄丟」幾位傳統候選人的選票,而讓柴契爾夫人(Margaret Thatcher)有機會取得席次。這實在不能說是作弊, ...

  • 心理控：赢得客户的细节与秘密
    心理控：赢得客户的细节与秘密
    By （美）希恩·德玛著, 卢东民译

    本书是美国传奇心灵导师希恩·德玛写给销售人员的传世经典。书中内容包括：商业中的心理学、销售者的思维、购买者的思维、售前准备、购买者的心理过程等。

  • 市场营销与财务管理
    市场营销与财务管理
    By 张敏, 王若男

    本书通过对市场营销与财务管理关系的剖析，从而使企业管理者看清二者之间的关系和矛盾，并针对性的提出整合两者关系的对策，使市场营销和财务管理能够协调发展，提高企业利 ...

  • 市场营销学
    市场营销学
    By 谭文曦, 张敏主编, 梁红静

    本书主要内容包括：市场营销观念，市场营销理论的演变与发展；营销管理过程，营销组织、指挥、协调和控制等方面应采取的措施或方法；影响企业营销活动的各种环境因素分析， ...