Die Beziehung zwischen Unternehmen und Kunden ist heute problematischer denn je und Kundentreue ist ein zentrales Thema. Angesichts des verschärften Wettbewerbs haben viele vorausschauende Unternehmen darum gekämpft, mit ihren Kunden durch das Customer Relationship Marketing (CRM) in einem fortwährenden Dialog zu stehen. Und das ist auch gut und richtig so. Doch nur wenige erkennen das wahre Potential dieser neuen Marketingstrategie. Es ist zwar hinreichend bekannt, dass CRM ein sehr leistungsstarkes Kommunikationsverfahren ist, das zu enormen Verbesserungen in den Bereichen Kundentreue und Kundenbindung beitragen kann. Aber weniger bekannt dagegen ist, dass es auch eine der besten Möglichkeiten zur Schaffung einer starken Markenidentität bietet. "Romancing the Customer" ist das erste Buch auf dem Markt, das Brand Management und Customer Management miteinander verknüpft - eine Strategie, die richtig eingesetzt, ganz schnell zum Aufbau von "Brand Equity" (Markenkapital) führt. Autor Paul Temporal vermittelt hier eine faszinierende und internationale Sichtweise des Customer Relationship und erläutert, wie wichtig eine kundenorientierte Ausrichtung für den Unternehmenserfolg ist.
Provides a fresh, international perspective on building customer relationships and building brand equity
Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.
Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management. Martin Trott (Malaysia) is Managing Director of Relationship Marketing International.
Acknowledgments.
Preface.
CRM and Brand Value.
CRM Explained.
Brand-building Benefits of CRM.
Organizing for Brand Management and CRM.
Building Brand Value through Customer Profitability.
Implementation Strategy.
Making Your Brand More Customer-focused.
Final Steps and Touches.
New Media: The Challenges for Branding and CRM.
Romancing Your Customer: Are You Ready?
Index.
Provides a fresh, international perspective on building customer relationships and building brand equity
Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.
Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management. Martin Trott (Malaysia) is Managing Director of Relationship Marketing International.
Acknowledgments.
Preface.
CRM and Brand Value.
CRM Explained.
Brand-building Benefits of CRM.
Organizing for Brand Management and CRM.
Building Brand Value through Customer Profitability.
Implementation Strategy.
Making Your Brand More Customer-focused.
Final Steps and Touches.
New Media: The Challenges for Branding and CRM.
Romancing Your Customer: Are You Ready?
Index.