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…mehr
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Neil Richardson teaches marketing at Leeds Beckett University. He is an author and an experienced marketing, sales and customer service manager. His books include Develop Your Marketing Skills, Develop Your PR Skills and A Quick Start Guide to Social Media Marketing (Kogan Page). Jon James is a senior marketing professor at Leeds Beckett University. He is a member of the Academy of Marketing, and he has consulted for both the private and public sectors. Neil Kelley is a senior marketing professor at Leeds Beckett University and a senior examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behavior).
Inhaltsangabe
Preface Part One Changing landscapes 01 Developments in society The rise of conflicting stakeholder interests Corporate social responsibility The business of business is business...? The sustainability continuum Sustainable marketing Summary and activities 02 Why do companies fail? Corporate governance Changing environments Size and complexity Which way are you looking and are you listening? What are you saying and is it worth hearing? Co-creation of value Summary and activities 03 Orientations The role of markets Summary and activities 04 Marketing and sustainability: Separating facts from fiction What is marketing to you? Summary and activities Part Two Knowing your own company 05 Digital marketing and research The research process Digital marketing research Big data Little treasures Search, site and social Listening... Research on the go Summary and activities 06 Systems and customer-centricity Systems CRM What is marketing's role in supporting the market orientation of the organization? Summary and activity Part Three Building relationships 07 How stakeholders make buying decisions The consumer market (B2C) Social factors: culture, reference groups, social class Organizational buying behaviour: the business-to-business (B2B) market The decision-making unit Summary and activities 08 Users and/or customers? An identity crisis? Identity: lies, damn lies and Facebook The dark(er) side of social networks Multi-tasking and dual-screening How to respond Summary and activity 09 The sustainable customer A historical perspective The Five Planets Theory Value, values and meaning Heuristics So, what is a sustainable consumer? 10 Acquiring, retaining and satisfying customers Relationship marketing (Customer) loyalty Trust Measuring and monitoring Online loyalty Summary 11 Communities and networks Online communities Tribes The power of the online community Building online relationships Create your own Internal communities and networks Trust within networks Summary and activities Part Four Marketing planning 12 Goal setting: Mission (or vision) statement, corporate objectives and gap analysis Influences on mission statements Corporate objectives Internal marketing Summary and activities 13 Situation review: The internal (micro) and external (macro) environments Marketing audits The macro environment Issues relating to monitoring the macro environment Micro environment Summary and activities 14 Marketing objectives, strategy formulation and tactical implementation Creating a plan TOWS analysis Summary and activities 15 Resource allocation: Monitoring, evaluation and control Budget Using benchmarking to measure change Practical steps towards sustainable marketing Summary and activities 16 Barriers to adopting sustainable marketing planning: And how to overcome them Barriers Focus Planning in a crisis Using digital marketing to overcome barriers to adopting sustainability Codes of conduct Standards and guides And finally... Summary and activities Part Five The marketing mix 17 Communications Theories of communication Digital campaigns Digital platforms Digital media Advertising PR Summary and activities 18 Convenience for customers Marketing channels Direct distribution Multi-level channels Intermediaries as partners Market coverage Distribution logistics Summary 19 Customer benefits Anatomy of a product Classification of products The product life cycle (PLC) Extending the life of the product The product adoption process Developing new products - why? How? Different types of new products The new product development process The risks involved in NPD Summary and activities 20 Cost or sacrifice Perspectives Different pricing techniques Summary and activities 21 Services and sustainability Characteristics of services The extended marketing mix for services Process Challenges facing service providers Summary and activities Part Six What does the future hold? 22 What does the future hold? Predicting the future Digital storytelling: content and journalism Mobile and wearable Digital Out of Home Social commerce Internet of things 3D printing Virtual reality Generation Z Integration Summary and activities References and further reading Index
Section - ONE: Changing landscapes;
Chapter - 01: Developments in society;
Chapter - 02: Why do companies fail?;
Chapter - 03: Orientations;
Chapter - 04: Marketing and sustainability: Separating facts from fiction;
Section - TWO: Knowing your own company;
Chapter - 05: Digital marketing and research;
Chapter - 06: Systems and customer-centricity;
Section - THREE: Building relationships;
Chapter - 07: How stakeholders make buying decisions;
Chapter - 08: Users and/or customers?;
Chapter - 09: The sustainable customer;
Chapter - 10: Acquiring, retaining and satisfying customers;
Chapter - 11: Communities and networks;
Section - FOUR: Marketing planning;
Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
Chapter - 15: Resource allocation: Monitoring, evaluation and control;
Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
Preface Part One Changing landscapes 01 Developments in society The rise of conflicting stakeholder interests Corporate social responsibility The business of business is business...? The sustainability continuum Sustainable marketing Summary and activities 02 Why do companies fail? Corporate governance Changing environments Size and complexity Which way are you looking and are you listening? What are you saying and is it worth hearing? Co-creation of value Summary and activities 03 Orientations The role of markets Summary and activities 04 Marketing and sustainability: Separating facts from fiction What is marketing to you? Summary and activities Part Two Knowing your own company 05 Digital marketing and research The research process Digital marketing research Big data Little treasures Search, site and social Listening... Research on the go Summary and activities 06 Systems and customer-centricity Systems CRM What is marketing's role in supporting the market orientation of the organization? Summary and activity Part Three Building relationships 07 How stakeholders make buying decisions The consumer market (B2C) Social factors: culture, reference groups, social class Organizational buying behaviour: the business-to-business (B2B) market The decision-making unit Summary and activities 08 Users and/or customers? An identity crisis? Identity: lies, damn lies and Facebook The dark(er) side of social networks Multi-tasking and dual-screening How to respond Summary and activity 09 The sustainable customer A historical perspective The Five Planets Theory Value, values and meaning Heuristics So, what is a sustainable consumer? 10 Acquiring, retaining and satisfying customers Relationship marketing (Customer) loyalty Trust Measuring and monitoring Online loyalty Summary 11 Communities and networks Online communities Tribes The power of the online community Building online relationships Create your own Internal communities and networks Trust within networks Summary and activities Part Four Marketing planning 12 Goal setting: Mission (or vision) statement, corporate objectives and gap analysis Influences on mission statements Corporate objectives Internal marketing Summary and activities 13 Situation review: The internal (micro) and external (macro) environments Marketing audits The macro environment Issues relating to monitoring the macro environment Micro environment Summary and activities 14 Marketing objectives, strategy formulation and tactical implementation Creating a plan TOWS analysis Summary and activities 15 Resource allocation: Monitoring, evaluation and control Budget Using benchmarking to measure change Practical steps towards sustainable marketing Summary and activities 16 Barriers to adopting sustainable marketing planning: And how to overcome them Barriers Focus Planning in a crisis Using digital marketing to overcome barriers to adopting sustainability Codes of conduct Standards and guides And finally... Summary and activities Part Five The marketing mix 17 Communications Theories of communication Digital campaigns Digital platforms Digital media Advertising PR Summary and activities 18 Convenience for customers Marketing channels Direct distribution Multi-level channels Intermediaries as partners Market coverage Distribution logistics Summary 19 Customer benefits Anatomy of a product Classification of products The product life cycle (PLC) Extending the life of the product The product adoption process Developing new products - why? How? Different types of new products The new product development process The risks involved in NPD Summary and activities 20 Cost or sacrifice Perspectives Different pricing techniques Summary and activities 21 Services and sustainability Characteristics of services The extended marketing mix for services Process Challenges facing service providers Summary and activities Part Six What does the future hold? 22 What does the future hold? Predicting the future Digital storytelling: content and journalism Mobile and wearable Digital Out of Home Social commerce Internet of things 3D printing Virtual reality Generation Z Integration Summary and activities References and further reading Index
Section - ONE: Changing landscapes;
Chapter - 01: Developments in society;
Chapter - 02: Why do companies fail?;
Chapter - 03: Orientations;
Chapter - 04: Marketing and sustainability: Separating facts from fiction;
Section - TWO: Knowing your own company;
Chapter - 05: Digital marketing and research;
Chapter - 06: Systems and customer-centricity;
Section - THREE: Building relationships;
Chapter - 07: How stakeholders make buying decisions;
Chapter - 08: Users and/or customers?;
Chapter - 09: The sustainable customer;
Chapter - 10: Acquiring, retaining and satisfying customers;
Chapter - 11: Communities and networks;
Section - FOUR: Marketing planning;
Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
Chapter - 15: Resource allocation: Monitoring, evaluation and control;
Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
Section - FIVE: The marketing mix;
Chapter - 17: Communications;
Chapter - 18: Convenience for customers;
Chapter - 19: Customer benefits;
Chapter - 20: Cost or sacrifice;
Chapter - 21: Services and sustainability;
Section - SIX: What does the future hold?;
Chapter - 22: What does the future hold?
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