Ian Gordon

Managing the New Customer Relationship (eBook, PDF)

Strategies to Engage the Social Customer and Build Lasting Value

• Format: PDF

Produktbeschreibung

Effectively engage your customers with the latest relationship marketing techniques Managing the New Customer Relationship builds upon the foundations of customer relationship marketing (CRM) and provides practical methods and effective tools to help companies manage existing customer relationships, develop new ones organically, and grow their businesses. Companies have long recognized that current customers are their most profitable and that strategies are better focused on customer retention than acquisition. Relationship marketing, with all its complexity, requires new strategies, technology, and techniques. Managing the New Customer Relationship provides effective solutions and wisdom in fostering good customer relations. * Existing customers may be more forgiving and helpful when it comes to new ideas, cost management and testing new concepts * Bundling goods and services or offer them through multiple channels can contribute to profitability, to accommodate customer inertia * Existing customers can reduce marketing costs by using social media, replacing missionary selling with positive word-of-mouth Your current customers are your best customers. And when you give them the attention they deserve in the most effective ways, you'll watch your revenues grow faster than ever before.

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Produktdetails

• Verlag: Wiley-Scrivener
• Seitenzahl: 352
• Erscheinungstermin: 20. März 2013
• Englisch
• ISBN-13: 9781118255902
• Artikelnr.: 38240541

Autorenporträt

Ian Gordon is a management consultant with over thirty years of marketing and strategy experience. He is president of Convergence Management Consultants in Toronto, Canada, where he heads the Relationship Marketing-CRM practice, assisting clients to develop customer acquisition and relationship management strategies. He has worked with companies such as Alcan, Amadeus, Apple, Bell Canada, Canada Post, Chrysler, Eastman Kodak, Ethyl, Experian, Ford Electronics, General Electric, Goodyear, HP/Compaq, IBM, Kodak Canada, MasterCard, Microsoft, Mitel, NCR, Nortel Networks, Ontario Power Generation, Parker Hannifin, RBC, Thomson Reuters, Toshiba, Westinghouse and Xerox. Ian is author of three previous books including the best-selling Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever (John Wiley & Sons Canada, 1998). He was the founding president of the Association for the Advancement of Relationship Marketing, and a past president of the Industrial Marketing and Research Association of Canada. He has lectured in relationship marketing, CRM and other marketing courses to undergraduate and MBA university students for over 20 years.