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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780470487853
· 쪽수 : 304쪽
· 출판일 : 2010-02-01
목차
Foreword.
Acknowledgments.
Preface.
Section I Getting Priorities Straight.
1 The Theory behind Flipping the Funnel.
2 What the Recession Taught Us (AKA Returning to Basics).
3 Charity Begins at Home.
4 Time to Spurn the Concept of Churn.
5 Technology and Relationships—a Love-Hate Relationship.
Section II A New Way Forward.
6 Time to Flip the Funnel.
7 Politics, Shoes, and Insurance: Three Examples of Flipping the Funnel.
8 The Key Is Customer Experience.
9 How Employees Help Flip the Funnel.
10 Customer Service as a Strategic Driver.
11 The New Channels of Customer Service.
Section III Making It All Happen.
12 Transforming Mouths into Megaphones.
13 To Incent or Not to Incent: Is That the Question?
14 The New Customer-Activation Model: Content, Conversation, Commendations.
15 The Economic Benefits of Customer Experience.
16 Cultural Sell-through and Organizational Sign-off.
17 Flip the Funnel for Your Personal Life.
18 I Had a Great Experience—How about You?
Resources.
Index.
