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Customer-centric marketing : supporting sustainability in the digital age / Neil Richardson, Jon James and Neil Kelley

By: Richardson, Neil [author]Contributor(s): James, Jon [co-author] | Kelley, Neil [co-author]Material type: Text

TextPublication details: London : Kogan Page, c2015Description: x, 246 pages : illustrations ; 24 cmISBN: 9780749472092Subject(s): RELATIONSHIP MARKETING | MARKETING | INTERNET MARKETING | CUSTOMER RELATIONSLOC classification: HF 5415.55 .R53 2015

Contents:

Part 1. Changing landscapes -- Part 2. Knowing your company -- Part 3. Building relationships -- Part 4. Marketing planning -- Part 5. The marketing mix

Summary: Customer-Centric Marketing looks at how to become a socially responsible company whose customers want to advocate for them. Since customers are more technically-savvy than ever before, this book focuses on creating and implementing a purpose-driven digital marketing plan that sets out: what a company's values and goals are; what a company is good at; what the customers want; how communications can be used to improve internal and external relationships; what role digital communications will play. Offering an actionable plan for adopting sustainable marketing, this book explains how to meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable and responsible practices

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5415.55 .R53 2015 (Browse shelf (Opens below))	c.1	Available		NULIB000009930

Includes references and index.

Part 1. Changing landscapes --
Part 2. Knowing your company --
Part 3. Building relationships --
Part 4. Marketing planning --
Part 5. The marketing mix

Customer-Centric Marketing looks at how to become a socially responsible company whose customers want to advocate for them. Since customers are more technically-savvy than ever before, this book focuses on creating and implementing a purpose-driven digital marketing plan that sets out: what a company's values and goals are; what a company is good at; what the customers want; how communications can be used to improve internal and external relationships; what role digital communications will play. Offering an actionable plan for adopting sustainable marketing, this book explains how to meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable and responsible practices

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