Neil Richardson, Jon James, Neil Kelley

Customer-Centric Marketing

Supporting Sustainability in the Digital Age

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 5205
• Seitenzahl: 258
• Erscheinungstermin: 1. Februar 2015
• Englisch
• Abmessung: 234mm x 156mm x 15mm
• Gewicht: 400g
• ISBN-13: 9780749472092
• ISBN-10: 074947209X
• Artikelnr.: 40754026

Autorenporträt

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

• 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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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