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Connect and engage across channels with the new customers Connect
is the ultimate marketing guide to becoming more relevant,
effective, and successful within the new marketplace. Written by a
team of marketing experts serving Fortune 500 brands, this book
outlines the massive paradigm shift currently taking place within
the industry, and provides the insight and perspective marketers
need to stay on board. Readers will find guidance toward reaching a
customer base that sees marketers as an unnecessary annoyance, and
strategies for engaging those customers at touch points throughout
the customer lifecycle. The book's scope encompasses both digital
and real-life avenues, discussing the new ways of thinking and the
new tools and processes that allow marketers to function in the new
era where digital customer experiences are increasingly important.
Marketing is undergoing a revolution to rival the impact of
Gutenberg's printing press. Customers are in control, with more
choice and more access than ever before, and they refuse to be
"sold to" or "managed." Many marketing professionals are flailing
for a new strategy while the winners are clearly jumping ahead
Connect takes readers inside the winners' world to learn the
approach that's engaging the new consumer. * Discover the
technology and processes that allow marketers to remain relevant *
Craft a personal, relevant, and accessible customer journey that
engages the connected customer * Keep in touch throughout the
customer's life cycle, both online and offline * Link digital goals
and metrics to business objectives for a more relevant strategy
Smart marketers have moved to a higher level that achieves business
objectives while increasing relevance to the customer. Connect
provides readers a roadmap to this new approach, and the tools that
make it work.
Many transport economists have for some time proposed marginal
social cost as the principle on which prices in the transport
sector should be based and, in recent years, their prescription has
come to be taken more and more seriously by policy-makers. However,
in order to properly test the possible implications of implementing
pricing based on marginal social cost and, ultimately, to introduce
such a system, it is necessary to actually measure the marginal
social costs concerned, and how they vary according to mode, time
and context. This book reviews the transport pricing policy debate
and reports on the significant advances made in measuring the
marginal social costs of transport, particularly through UNITE and
other European research projects. We look in turn at
infrastructure, operating costs, user costs (both of congestion and
of charges in frequency of scheduled transport services) accidents
and environmental costs, and how these estimates have been used to
examine the impact of marginal cost pricing in transport. We finish
by examining how the results of case studies might be generalised
to obtain estimates of marginal social costs for all circumstances
and, finally, presenting our conclusions.
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Remnant (Hardcover)
Christopher Nash Russell
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R1,125
Discovery Miles 11 250
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Ships in 10 - 15 working days
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Remnant (Paperback)
Christopher Nash Russell
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R906
Discovery Miles 9 060
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Ships in 10 - 15 working days
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