por
Buttle, Francis.
Signatura topográfica preferida
658.812
Fecha de publicación
2004
Resumen
Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management. The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology. The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development.Because customer relationship management is a core business strategy the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management 's influence also extends beyond the company to touch on partner and supplier relationships. An Instructor's PowerPoint pack is available to lecturers who adopt the book. Accredited lecturers can download this by going to http://books.elsevier.com/manuals'isbn=075065502X to request access.
Formato:
Recursos electrónicos
Relevancia:
85044.2109
por
Simos, Theodore E.
Signatura topográfica preferida
658.8
Fecha de publicación
2010
Resumen
This book is a collection of selected papers presented at the International Conference of Marketing and Management Sciences held from 23 to 25 May 2008 in Athens, Greece. The papers focus on how globalization has had significant impact on companies, societies and individuals alike. They discuss the need for new strategies and practices that can help cope with changes that arise due to globalization. Written in a simple manner, this book will be of interest to academics studying and teaching marketing and management courses and to managers dealing with strategies to cope with changes due to glo
Formato:
Recursos electrónicos
Relevancia:
50826.8320
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por
Kotler, Philip, 1931-
Signatura topográfica preferida
658.8 PRI
Fecha de publicación
2008
Formato:
Libros
Relevancia:
1.6924
por
Armstrong, Gary (Gary M.)
Signatura topográfica preferida
658.8 PRI
Fecha de publicación
2012
Formato:
Libros
Relevancia:
1.6529
por
Lawley, Brian.
Signatura topográfica preferida
658.56 22
Fecha de publicación
2009
Formato:
Recursos electrónicos
Relevancia:
1.6289
por
Winsor, John.
Signatura topográfica preferida
658.8
Fecha de publicación
2010
Resumen
Completely updated first paperback edition of a landmark title by the foremost expert on "co-creation."
Formato:
Recursos electrónicos
Relevancia:
1.5953
por
Ruskin-Brown, Ian.
Signatura topográfica preferida
658.8 22
Fecha de publicación
2006
Formato:
Recursos electrónicos
Relevancia:
1.5690
8.
por
Chaston, Ian.
Signatura topográfica preferida
658.8 22
Fecha de publicación
2004
Resumen
Drawing upon various published sources and by the use of case materials, this text shows readers how knowledge can be utilized to underpin and enhance the marketing management function within organizations.
Formato:
Recursos electrónicos
Relevancia:
1.1815
por
Healy, Genevieve, 1955-
Signatura topográfica preferida
658.8 HEA
Fecha de publicación
2004
Formato:
Libros
Relevancia:
1.1701
por
Gabbott, Mark, editor.
Signatura topográfica preferida
658.8 INT
Fecha de publicación
2004
Resumen
"Most of the authors of this book have been involved in marketing either as teachers, researchers or practitioners for some time. This book came about in recognition of the tension that existed between what we taught and what we knew and practiced. Our main concern was the increasing difficulty in defending the 4 Ps framework of marketing. This approach while ground breaking in its time, and useful as an organising tool, has become so ubiquitous in marketing education that it has almost reached mythic status. No one questioned it, no one seemd to even think about it, it was just taught. In an even more worrying development, it was becoming used as a planning and implementation tool, and an operational decision template. Yet when we looked at our graduates and postgraduates, many of whom were already senior marketers, we could see little evidence that the 4 Ps actually represented what they practiced in the business world. It certainly categorised some areas of marketing activity, but helped little in day-to-day marketing management. In 2000 a team was put together to work on the project of developing a completely new introductory marketing textbook. We each brought to the table something different - experienced researchers, teachers, educationalists, writers and business consultants - to piece together what you see as the final book. The Value Model which is the underlying framework is an original and intuitive peice of work. The value planning model is an amalgam of ideas which had been circulating in various forms around the world which we have developed and adapted for our use. This provides a simple schematic that provides an organising framework for the book, and which we hope will become as well known as the 4 Ps. As part of the project we also wanted to explicitly recognise the importance of technology, the ubiquity of services, the impact of globalisation, the continuing concern of ethics and the ongoing importance of relationships and people." -- preface, page xi.
Formato:
Libros
Relevancia:
1.0247
por
Holgiun, Mario Mesa.
Signatura topográfica preferida
658.8 23
Fecha de publicación
2012
Formato:
Recursos electrónicos
Relevancia:
1.0211
por
Pine, B. Joseph, author.
Signatura topográfica preferida
658.56 PIN
Fecha de publicación
2011
Resumen
In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages. And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorableand lucrativeimpression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out? Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examplesincluding the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and othersto show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.
Formato:
Recursos electrónicos
Relevancia:
0.9678
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