Listing 1 - 10 of 14 | << page >> |
Sort by
|
Choose an application
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world--including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age--strong customer relationships are more than ever vital to company strategy and performance.Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer-seller relationships.Bron: www.standaardboekhandel.be
Applied marketing --- Advertising. Public relations --- Computer. Automation --- Relationship marketing. --- Marketing --- Customer relations. --- Business --- Public relations --- Consumer affairs departments --- Customer advisory boards --- Relationship marketing --- Customer relations --- Technological innovations. --- Klantenbinding --- Management --- Managementmodel --- Relatiemarketing --- Klantgericht ondernemen --- Marketingstrategie --- Relatiegerichte begeleiding
Choose an application
Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.
Consommateurs --- Marketing relationnel. --- Relations avec la clientèle --- Relationship marketing. --- Customer relations. --- Attitude. --- Gestion.
Choose an application
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates.
Marketing stratégique --- Analyse des données --- Marketing --- Strategisches Management --- Datenanalyse --- Management --- Data processing
Choose an application
Choose an application
Management science. --- Business. --- Marketing.
Choose an application
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships. This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today’s data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors’ own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies. Specifically, the book: · -Describes the consumer psychology of privacy · -Deconstructs relevant legal and regulatory issues · - Offers defensive privacy strategies · - Describes offensive privacy strategies · Provides an executive summary with the Six Tenets for Effective Privacy Marketing This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
Business. --- Marketing. --- Big data. --- Popular Science in Business and Management. --- Big Data/Analytics. --- Trade --- Economics --- Management --- Commerce --- Industrial management --- Data sets, Large --- Large data sets --- Data sets --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Aftermarkets --- Selling --- Marketing
Choose an application
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships. This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today’s data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors’ own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies. Specifically, the book: · -Describes the consumer psychology of privacy · -Deconstructs relevant legal and regulatory issues · - Offers defensive privacy strategies · - Describes offensive privacy strategies · Provides an executive summary with the Six Tenets for Effective Privacy Marketing This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
Economics --- Marketing --- Business management --- Business economics --- Information systems --- popularisering wetenschap --- big data --- marketing --- organisatiecultuur --- gegevensanalyse
Choose an application
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement. .
Business. --- Market research. --- Public relations. --- Customer relations --- Business and Management. --- Customer Relationship Management. --- Corporate Communication/Public Relations. --- Market Research/Competitive Intelligence. --- Management. --- Relationship marketing. --- Marketing --- Customer relations-Management. --- Market research --- Markets --- Research --- Research, Industrial --- Business --- Industries --- PR (Public relations) --- Advertising --- Industrial publicity --- Mass media and business --- Propaganda --- Publicity --- Public relations --- Customer relations—Management.
Choose an application
Economics --- Marketing --- Business management --- Business economics --- Information systems --- popularisering wetenschap --- big data --- marketing --- organisatiecultuur --- gegevensanalyse
Choose an application
Listing 1 - 10 of 14 | << page >> |
Sort by
|