Marketing revolution!: the radical new approach to transforming the business, the brand & the bottom line
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London u.a.
Kogan Page
2005
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes bibliography references (p. 300-303) and index |
| Beschreibung: | XII, 308 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0749443855 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing revolution! |b the radical new approach to transforming the business, the brand & the bottom line |c Paul R. Gamble ... [et al.] |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London u.a. |b Kogan Page |c 2005 | |
| 300 | |a XII, 308 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliography references (p. 300-303) and index | ||
| 650 | 4 | |a Marketing - Gestion | |
| 650 | 4 | |a Produits commerciaux - Gestion | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Product management | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-017057328 | ||
Datensatz im Suchindex
| _version_ | 1804138530850471936 |
|---|---|
| adam_text | Contents
Acknowledgements *
Foreword x*
Introduction 1
L Why revolutionize marketing? 4
The rise of the new customer 4; What s so different
about customers now? 5; The growth of choice 6; Is the
changed customer environment important? 7; Engaging
the new consumer 9; Pointing the way for marketing 13;
Reinventing marketing 13; The customer imperative 15;
An example of responding to the new customer: the
music industry 16; Marketing as a whole-company
entity 17; Spreading the marketing state of mind 19
I What is marketing revolution? 25
Extreme competition 25; The end of the comfort zone 27;
Measuring marketing effectiveness 30; Lef s kill customer
satisfaction before it kills us 35; Sense and respond
marketing 38; Taking stock of marketing 41; Five steps to
aligning the marketing function with the corporate
agenda 43; Managing the customer journey 45;
Contents __ The beginnings of marketing revolution 47;
Best practice at work 49
3 Customer insight 51
A new approach to insight 51; The customer experience 52;
Designing the customer experience 55; Building the
business halo 60; Customer retention and the customer
experience 62; The challenge of the new consumers 64;
Why are changing population demographics being
ignored by marketers? 66; So, why do marketers need
better customer insights? 70
4 Revolution through strategic planning 82
Enterprise as a movie studio 83; Managing
relationships 84; Strategic power issues at the
organizational level 85; How strategic planning adds
value 91; Strategic revolution through continuous
improvement 95; Summary: revolution as a journey 96
5 Revolution through segmentation 98
Why do companies find it hard to implement effective
segmentation? 99; The problems with traditional
segmentation 100; Being creative with segmentation 105;
Value-based segmentation and channel optimization 106;
Reaping the benefits of segmentation-based, multi¬
channel management 110; Time-based segmentation 112;
The future of market segmentation: data fusion 118;
Opportunities from improved segmentation 118
6 Revolutionizing the company by living the brand 121
Where does branding start? 122; The brand unpicked 123;
The anatomy of a powerful brand 126; Brand
proposition 128; Brand personality 129; Brand
revolution 129; From brands as mirrors to brands as
windows 130; How the (brand) world has changed 131;
Customer-centric brands 135; Brands that attract post-
materialistic customers 137; How to revolutionize the
brand 138; Ensure employee commitment and buy-in 139;
Brand benefits for employee recruitment 140; The essence
of the brand 143
Contents
7 Customer relationship management 146
Marketing at the heart of the new CRM agenda 146;
Definitions of customer relationship management
(CRM) 148; Elements of CRM 149; The underpinning
principles of CRM 151; The R in CRM: hype and
reality 155; The concerns: language not substance? 156;
How does CRM make money? 157; CRM can be
profitable 158; CRM is thriving 161; Revolutionizing the
business with CRM 163; If CRM is done right, it works 167;
Putting CRM revolution into practice 170; CRM and
corporate revolution 173
8 From customer insight to customer action 175
Is managing customers through marketing good for
business? 175; Marketing and customer management are
under the microscope 177; How to value the marketing
contribution? 178; Keys to success in using insight for
managing customers 179; The way forward: using
insight to action the marketing mix 182; Customer
insight data and marketing 183; How to turn customer
insights into action 194; Marketing revolution:
producing numbers that finance can accept 197
9 Creating the capability for operational analytics 199
The route to business solutions that add customer
value 199; Delivering value through mass-customized
marketing 201; Customer solutions 202; Implementing
solutions through operational analytics 206; Customer
equity and lifetime management (CELM)
techniques 221; Summary 222
10 From revolutionary thinking and planning to action 224
Future marketing technologies 224; Shifting
requirements 229; Developing or enhancing the technical
infrastructure 232; Data-mining methodology 239; From
bell curves to well curves 246; Dealing with complexity:
marketing resource management 249; Summary 256
11 Revolution through people 258
Are marketers smarter than frogs? 258; The pressure to
change 260; Tools and techniques 262; Diagnosing the
Contents organization: a structural analysis 265; Leading
revolutionary change: eight key steps 268; Lessons for
marketing revolution 281
12 Case studies 282
Case study 1: Loyalty management analytics and
optimization - the case of the airline frequent-flyer
programme (Finnair) 282; Case study 2: The Driver
Vehicle Licensing Agency - multichannel management
in the public sector 293; Case study 3: Tesco -
revolutionizing the business with segmentation 296
References 300
Index 304
Further reading 308
|
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)61200704 (DE-599)DNB 2005022212 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV035251697 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:29:40Z |
| institution | BVB |
| isbn | 0749443855 |
| language | English |
| lccn | 2005022212 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017057328 |
| oclc_num | 61200704 |
| open_access_boolean | |
| owner | DE-384 DE-188 |
| owner_facet | DE-384 DE-188 |
| physical | XII, 308 S. Ill., graph. Darst. 24 cm |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.] 1. publ. London u.a. Kogan Page 2005 XII, 308 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliography references (p. 300-303) and index Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Marketing (DE-588)4037589-4 s Produktplanung (DE-588)4135135-6 s DE-604 DE-188 Marketingmanagement (DE-588)4168907-0 s Gamble, Paul R. Sonstige oth http://www.loc.gov/catdir/enhancements/fy0715/2005022212-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017057328&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Produktplanung (DE-588)4135135-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4135135-6 |
| title | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line |
| title_auth | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line |
| title_exact_search | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line |
| title_full | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.] |
| title_fullStr | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.] |
| title_full_unstemmed | Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.] |
| title_short | Marketing revolution! |
| title_sort | marketing revolution the radical new approach to transforming the business the brand the bottom line |
| title_sub | the radical new approach to transforming the business, the brand & the bottom line |
| topic | Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Produktplanung (DE-588)4135135-6 gnd |
| topic_facet | Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing Marketingmanagement Produktplanung |
| url | http://www.loc.gov/catdir/enhancements/fy0715/2005022212-d.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017057328&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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