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· 제목 : Customer-Centric Marketing : Supporting Sustainability in the Digital Age (Paperback)
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9780749472092
· 쪽수 : 256쪽
· 출판일 : 2015-02-03
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9780749472092
· 쪽수 : 256쪽
· 출판일 : 2015-02-03
목차
- Section - ONE: Changing landscapes;
- Chapter - 01: Developments in society;
- Chapter - 02: Why do companies fail?;
- Chapter - 03: Orientations;
- Chapter - 04: Marketing and sustainability: Separating facts from fiction;
- Section - TWO: Knowing your own company;
- Chapter - 05: Digital marketing and research;
- Chapter - 06: Systems and customer-centricity;
- Section - THREE: Building relationships;
- Chapter - 07: How stakeholders make buying decisions;
- Chapter - 08: Users and/or customers?;
- Chapter - 09: The sustainable customer;
- Chapter - 10: Acquiring, retaining and satisfying customers;
- Chapter - 11: Communities and networks;
- Section - FOUR: Marketing planning;
- Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
- Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
- Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
- Chapter - 15: Resource allocation: Monitoring, evaluation and control;
- Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
- Section - FIVE: The marketing mix;
- Chapter - 17: Communications;
- Chapter - 18: Convenience for customers;
- Chapter - 19: Customer benefits;
- Chapter - 20: Cost or sacrifice;
- Chapter - 21: Services and sustainability;
- Section - SIX: What does the future hold?;
- Chapter - 22: What does the future hold?
