Valuing your customers: from quality information to quality relationships through database marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u.a.
McGraw-Hill
1995
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 370 S. Ill., graph. Darst. |
| ISBN: | 0077079507 |
Internformat
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| 245 | 1 | 0 | |a Valuing your customers |b from quality information to quality relationships through database marketing |c Angus Jenkinson |
| 264 | 1 | |a London u.a. |b McGraw-Hill |c 1995 | |
| 300 | |a XIV, 370 S. |b Ill., graph. Darst. | ||
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| 650 | 7 | |a Databanken |2 gtt | |
| 650 | 7 | |a Kwaliteitszorg |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Database marketing | |
| 650 | 4 | |a Total quality management | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface ix
Acknowledgements xiii
PART ONE MARKETING TRANSFORMATION:
THE TRUE POTENTIAL OF DATABASE MARKETING
1 The real mission of database marketing 3
Positioning database marketing 3
Relationship, database and direct marketing 5
The value of quality in marketing: a new model 9
The need to talk with customers 13
The tragedy of junk marketing 14
The limits of the old style mass marketing 16
Why single track selling in a noisy world is degrading 16
Listening to customers, not fighting them 18
Inadequacies of the marketing mix concept 19
From mass marketing to individualized marketing: I to I 21
Conclusion: the current and future roles of database
marketing 22
Notes and references 24
2 The fundamental database marketing disciplines in 10 cases 25
Where it begins: acquisition and retention 25
A means of testing new ideas, including loyalty builders 27
Four ways to succeed with database marketing 27
Using the telephone for service (and selling) 37
Database marketing s key planks 41
Notes and references 42
iii
iv CONTENTS 3 New technologies: the rise of computer aided sales and
marketing systems 44
The marketing database 47
Sales management systems 50
Telemarketing systems 52
Administration is marketing too! 56
Technical change 57
Notes and references 58
4 New people, new business 59
The amazing recent growth in individualization 60
Interaction with companies is changing! 64
Global thinking, local acting 65
From mass manufacturing to flexible manufacturing 65
Channel explosion 66
Implications for marketing: from monolithic to personal 67
Notes and references 69
5 The economics of loyalty 70
The two dynamics that determine company worth 73
The impact of the lifetime customer 74
Improving the product set 76
The learning opportunity 77
The cost of problems 77
Empowering the organization 81 •
Conclusion: 3 simple aims and 4 profound competences 82
Notes and references 83
6 Health warnings 85
Beware the angry customer 85
The solution: authentic marketing 91
Environmental awareness threats 96
Vision: a way to lead 96
Information and numeracy 98
The strategic competitors are ourselves 100
Threats and weaknesses in the CASM marketplace 106
Conclusion 106
Notes and references 107
7 The nature of loyalty and relationship 108
Why do we lose customers? 108
The grocer s 24 carrot loyalty knack 111
Brand loyalty 112
CONTENTS y
How to generate loyalty 116 I
The role and challenge of intermediaries 122 i
How loyalty development goes beyond win lose thinking 122
Preserving customers: can we secure loyalty? 136 !
The moral keys to loyalty 137 1
Notes and references 138
8 The power of service in sales 140
The marriage of service and sales 140
Can big business be personal? 142
Commodity transformation 147
Customer responsiveness 148
The archetypal moment 152
A service product model which extends benchmarking
capability 153
The smart product 159
Product analysis 160
Guarantee management 161
Notes and references 167
PART TWO RESOURCES AND CHANGE
9 Changing the culture 171
The customer as strategist 172
Harnessing the value of employees 177
Creating an enterprising culture 180
The challenge of change, and how to do it 186
Notes and references 191
10 Creating the technology: getting the database project right 192
The problem with projects 193
Project stages and types 197
Software development phases 198
Software development methodologies and tools 201
Rapid application development 202
Marketing transformation: a process of marketing change 205
Risk management 209
Essential project management techniques 211
Key qualities of the project manager 219
Software packages or DIY? 220
Notes and references 222
vi CONTENTS 11 The starting point: data 223
Surveying the data 223
Raw and transformed data 226
The need for data 226
Designing databases for quality 230
Collecting quality information by organizational change 233
Data protection laws and practices 236
Data models 239
The data library and quality maintenance 241
12 Quality information tools 243
Fundamentals of a marketing database system 246
Software design 246
Bureau or in house? 249
Centralized or decentralized? 251
Design/technology criteria 251
Telemarketing, telephony systems 253
Reporting and analysis 259
Notes and references 263
13 Processing names and addresses 264
Understanding name and address processing 264
Hygiene processing 265
Deduplication 269
Notes and references 274
14 Quality development tools and ideas 275
The cycle of continuous improvement 277
Digging for truffles (root cause analysis) 280
The importance of variation, or SPC 281
Control charts 283
Developing a new vision: beacon setting 293
Commitment 295
Notes and references 296
PART THREE TURNING DATA INTO ACTION
15 The power and abuse of statistics 299
There is no such thing as a free lunch 300
Beech tree leaves, groups and individuals 302
Statistical techniques: regression analysis 306
Testing the direct marketing proposition 309
Selecting samples 314
CONTENTS vii
Modelling techniques 315
How a model is constructed 319
Notes and references 320
16 Data to knowledge: segmentation methods 321
Project reporting 322
Cross tabulation 322
Gains charts 324
Differential marketing 325
Opportunity analysis 328
Predictive behaviour modelling and moments of truth 328
Beyond segmentation 330
Market group description and prototyping 332
Segmenting customers and modelling products 335
Lifetime value modelling 336
Notes and references 338
17 Creativity and continuous relationship improvement 339
Barriers and breakthrough 339
Creativity and learning 342
Creating creativity 350
Notes and references 352
18 Beginning points: social and technology trends 353
New technology: a dream or a nightmare? 354
I to I or impersonal marketing: trust or shields 358
Reference 360
Glossary 361
Bibliography 363
Index 365
|
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| indexdate | 2024-07-09T17:52:57Z |
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| isbn | 0077079507 |
| language | English |
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| spelling | Jenkinson, Angus Verfasser aut Valuing your customers from quality information to quality relationships through database marketing Angus Jenkinson London u.a. McGraw-Hill 1995 XIV, 370 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Databanken gtt Kwaliteitszorg gtt Marketing gtt Database marketing Total quality management Database-Marketing (DE-588)4263308-4 gnd rswk-swf Database-Marketing (DE-588)4263308-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006972672&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Jenkinson, Angus Valuing your customers from quality information to quality relationships through database marketing Databanken gtt Kwaliteitszorg gtt Marketing gtt Database marketing Total quality management Database-Marketing (DE-588)4263308-4 gnd |
| subject_GND | (DE-588)4263308-4 |
| title | Valuing your customers from quality information to quality relationships through database marketing |
| title_auth | Valuing your customers from quality information to quality relationships through database marketing |
| title_exact_search | Valuing your customers from quality information to quality relationships through database marketing |
| title_full | Valuing your customers from quality information to quality relationships through database marketing Angus Jenkinson |
| title_fullStr | Valuing your customers from quality information to quality relationships through database marketing Angus Jenkinson |
| title_full_unstemmed | Valuing your customers from quality information to quality relationships through database marketing Angus Jenkinson |
| title_short | Valuing your customers |
| title_sort | valuing your customers from quality information to quality relationships through database marketing |
| title_sub | from quality information to quality relationships through database marketing |
| topic | Databanken gtt Kwaliteitszorg gtt Marketing gtt Database marketing Total quality management Database-Marketing (DE-588)4263308-4 gnd |
| topic_facet | Databanken Kwaliteitszorg Marketing Database marketing Total quality management Database-Marketing |
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