Customers inside, customers outside: designing and succeeding with enterprise customer-centricity concepts, practices, and applications
1. The customer-centric enterprise -- 2. Customer and brand decision making and influence -- 3. Customer behavior measurement -- 4. Big customer data -- 5. Customer strategy and tactics (branding, communications, and relationships) -- Afterword -- Epilogue -- About the author -- Notes -- References...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2014
|
| Ausgabe: | First edition |
| Schriftenreihe: | Marketing strategy collection
|
| Schlagworte: | |
| Online-Zugang: | FHN01 FWS01 FWS02 UBY01 URL des Erstveröffentlichers |
| Zusammenfassung: | 1. The customer-centric enterprise -- 2. Customer and brand decision making and influence -- 3. Customer behavior measurement -- 4. Big customer data -- 5. Customer strategy and tactics (branding, communications, and relationships) -- Afterword -- Epilogue -- About the author -- Notes -- References -- Index Over the past several years, leading companies have entered a period of marketing and operational convergence, or intersection. During this time, those of us who actively follow, and consult in, such trends are witnessing significant multichannel media application (and resultant omnichannel application by consumers), along with more effective and pervasive customer data gathering, analysis, and application, a stronger enterprise-wide focus on customers, and recognition by senior executives that a dedicated high-level function, supported by a team and sufficient resources, is needed to lead and manage the customer experience. One of my business heroes is direct marketing pioneer, adman Les Wunderman. In the late 1960s, speaking about the future of interactive media, customer relationships, and customer experiences, he predicted many of the realities and challenges we are seeing today. The past decade has brought profound changes to consumer decision making and approaches to customer experience and marketing. Significant advances in communication technology are, at the same time, impacting all marketers and enterprises and in a big way. Marketers have to adjust their budgeting, relationship building, omnichannel influence and personalization methods, "Big Data" generation, analytics, and microsegmentation--all while attempting to hit the moving target that is their continuously transitioning customer base |
| Beschreibung: | Part of: 2013 digital library Includes bibliographical references (pages 125-126) and index |
| Beschreibung: | Online-Ressource (xxi, 129 pages) |
| ISBN: | 9781606498972 9781606498965 |
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Datensatz im Suchindex
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| id | DE-604.BV045875940 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-01T14:27:43Z |
| institution | BVB |
| isbn | 9781606498972 9781606498965 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031259158 |
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| physical | Online-Ressource (xxi, 129 pages) |
| psigel | ZDB-191-BEX ZDB-191-BEX FHN_PDA_BEX_Kauf |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Business Expert Press |
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| series2 | Marketing strategy collection |
| spellingShingle | Lowenstein, Michael W. 1942- Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications Customer relations Relationship marketing Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd Marke (DE-588)4074577-6 gnd Wahrnehmung (DE-588)4064317-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4316837-1 (DE-588)4074577-6 (DE-588)4064317-7 |
| title | Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications |
| title_auth | Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications |
| title_exact_search | Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications |
| title_full | Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications Michael W. Lowenstein |
| title_fullStr | Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications Michael W. Lowenstein |
| title_full_unstemmed | Customers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications Michael W. Lowenstein |
| title_short | Customers inside, customers outside |
| title_sort | customers inside customers outside designing and succeeding with enterprise customer centricity concepts practices and applications |
| title_sub | designing and succeeding with enterprise customer-centricity concepts, practices, and applications |
| topic | Customer relations Relationship marketing Marketing (DE-588)4037589-4 gnd Kundenorientierung (DE-588)4316837-1 gnd Marke (DE-588)4074577-6 gnd Wahrnehmung (DE-588)4064317-7 gnd |
| topic_facet | Customer relations Relationship marketing Marketing Kundenorientierung Marke Wahrnehmung |
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