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The best papers from the Eleventh Annual Colloquium in Relationship
Marketing held in Cheltenham, United Kingdom in 2003 The impact of
a positive buyer-seller relationship on the profits and customer
retention of any company should never be minimized. The Future of
Relationship Marketing presents carefully chosen proceedings from
the Eleventh Annual Colloquium in Relationship Marketing
(Cheltenham, United Kingdom in 2003). Leading experts reveal the
latest studies and provide unique insights into the behaviors and
dynamic strategies needed to maximize a positive relationship with
the all-important customer. The Future of Relationship Marketing
provides new and challenging findings important to anyone involved
with buyer-seller relationships, brought together in one volume.
This multidisciplinary collection of studies reaches beyond basic
marketing strategies to provide a broad yet in-depth examination of
the subject. The book links theory to practice, provides innovative
methodologies for research, and forecasts what the future holds for
relationship marketing. Each chapter is extensively referenced, and
many include graphs and figures to reinforce concepts and ideas.
The Future of Relationship Marketing topics include: dialogical
interaction customer trust, satisfaction, and loyalty Customer
Relational Management (CRM) the question of whether variety-seeking
behavior make customers bad an analysis of underlying worldviews in
relationship marketing the positivist approach in organizational
theory and strategy the interpretativist approach in organizational
theory and strategy configuration theory an analysis of CRM
implementation models buyer-seller face-to-face negotiations The
Future of Relationship Marketing gives the most recent information
essential for researchers, educators, students, and professionals
in customer relationship marketing.
Get the competitive edge by effectively managing customer lifetime
value The customer lifetime value (CLV) concept is extensively
changing the way today's business is managed. A student or
practitioner needs to understand CLV to best gain the competitive
edge in business. Customer Lifetime Value: Reshaping the Way We
Manage to Maximize Profits is a text that shows in detail how
managers and researchers can best use CLV to a business's
advantage. This valuable resource explores various practical
approaches to the measurement and management of customer value that
focus on maximizing profitability and growth. Leading thinkers
discuss how to leverage CLV in all aspects of business, including
customer management, employee management, and firm valuation.
Everyone needing to prepare a business for success in the future
should read this book. Most books on the subject only cover
separate components of CLV and are typically limited to targeting
for direct response marketing. Customer Lifetime Value presents all
components, cohesively putting them together into an understandable
functioning whole. This source prepares forward-looking managers
and researchers for the inevitable change and provides strategies
to gain and sustain the competitive advantage. Topics in Customer
Lifetime Value include: leveraging the customer database to
maximize CLV using CLV in customer segmentation customer divestment
using CLV in firm valuation setting up an organization designed to
maximize CLV much more! Customer Lifetime Value: Reshaping the Way
We Manage to Maximize Profits is essential reading for
practitioners in the areas of customer satisfaction, loyalty, CRM,
and direct response, as well as academics in the service marketing
area.
Use these techniques to improve staff performance Internal
Relationship Management: Linking Human Resources to Marketing
Performance shows how businesses can develop and maintain positive
interactions between managers and employees. This book provides
cutting-edge research on the management of internal customers
(i.e., employees) that offers practical suggestions to improve
internal service, employee performance, and ultimately external
marketing performance. This useful resource contains many special
features to augment the text, including tables, figures, and
models.Internal Relationship Management explores key issues, such
as: internal relationship management managing relationships with
internal customers human resources activities actions taken to
influence employee attitudes and work-related behaviors career
entry the initial stages of the internal relationship management
process organizational support services provided to employees in an
effort to support them With this book, you'll gain a better
understanding of: boundary spanners' appraisals of career entry
transition from telecommunications, insurance, manufacturing,
accounting, and retail firms the recruitment, selection, and
retention of customer-contact service employees how internal
communication processes affect boundary spanners' satisfaction with
organizational support services employee branding employees
internalize the firm's desired brand image to project it to
customers and external stakeholders the internal customer mindset
the importance employees place on serving internal customers The
authors of Internal Relationship Management are established
scholars in both marketing and management, providing an integrated,
state-of-the-art perspective on how internal relations affect
marketing performance.This book presents extensive research and
case studies to emphasize how employee satisfaction results in
customer satisfaction.
Get the competitive edge by effectively managing customer lifetime
value The customer lifetime value (CLV) concept is extensively
changing the way today's business is managed. A student or
practitioner needs to understand CLV to best gain the competitive
edge in business. Customer Lifetime Value: Reshaping the Way We
Manage to Maximize Profits is a text that shows in detail how
managers and researchers can best use CLV to a business's
advantage. This valuable resource explores various practical
approaches to the measurement and management of customer value that
focus on maximizing profitability and growth. Leading thinkers
discuss how to leverage CLV in all aspects of business, including
customer management, employee management, and firm valuation.
Everyone needing to prepare a business for success in the future
should read this book. Most books on the subject only cover
separate components of CLV and are typically limited to targeting
for direct response marketing. Customer Lifetime Value presents all
components, cohesively putting them together into an understandable
functioning whole. This source prepares forward-looking managers
and researchers for the inevitable change and provides strategies
to gain and sustain the competitive advantage. Topics in Customer
Lifetime Value include: leveraging the customer database to
maximize CLV using CLV in customer segmentation customer divestment
using CLV in firm valuation setting up an organization designed to
maximize CLV much more! Customer Lifetime Value: Reshaping the Way
We Manage to Maximize Profits is essential reading for
practitioners in the areas of customer satisfaction, loyalty, CRM,
and direct response, as well as academics in the service marketing
area.
Get the competitive edge by effectively managing customer lifetime
value The customer lifetime value (CLV) concept is extensively
changing the way today's business is managed. A student or
practitioner needs to understand CLV to best gain the competitive
edge in business. Customer Lifetime Value: Reshaping the Way We
Manage to Maximize Profits is a text that shows in detail how
managers and researchers can best use CLV to a business's
advantage. This valuable resource explores various practical
approaches to the measurement and management of customer value that
focus on maximizing profitability and growth. Leading thinkers
discuss how to leverage CLV in all aspects of business, including
customer management, employee management, and firm valuation.
Everyone needing to prepare a business for success in the future
should read this book. Most books on the subject only cover
separate components of CLV and are typically limited to targeting
for direct response marketing. Customer Lifetime Value presents all
components, cohesively putting them together into an understandable
functioning whole. This source prepares forward-looking managers
and researchers for the inevitable change and provides strategies
to gain and sustain the competitive advantage. Topics in Customer
Lifetime Value include: leveraging the customer database to
maximize CLV using CLV in customer segmentation customer divestment
using CLV in firm valuation setting up an organization designed to
maximize CLV much more! Customer Lifetime Value: Reshaping the Way
We Manage to Maximize Profits is essential reading for
practitioners in the areas of customer satisfaction, loyalty, CRM,
and direct response, as well as academics in the service marketing
area.
Get the competitive edge by effectively managing customer lifetime
value The customer lifetime value (CLV) concept is extensively
changing the way today's business is managed. A student or
practitioner needs to understand CLV to best gain the competitive
edge in business. Customer Lifetime Value: Reshaping the Way We
Manage to Maximize Profits is a text that shows in detail how
managers and researchers can best use CLV to a business's
advantage. This valuable resource explores various practical
approaches to the measurement and management of customer value that
focus on maximizing profitability and growth. Leading thinkers
discuss how to leverage CLV in all aspects of business, including
customer management, employee management, and firm valuation.
Everyone needing to prepare a business for success in the future
should read this book. Most books on the subject only cover
separate components of CLV and are typically limited to targeting
for direct response marketing. Customer Lifetime Value presents all
components, cohesively putting them together into an understandable
functioning whole. This source prepares forward-looking managers
and researchers for the inevitable change and provides strategies
to gain and sustain the competitive advantage. Topics in Customer
Lifetime Value include: leveraging the customer database to
maximize CLV using CLV in customer segmentation customer divestment
using CLV in firm valuation setting up an organization designed to
maximize CLV much more! Customer Lifetime Value: Reshaping the Way
We Manage to Maximize Profits is essential reading for
practitioners in the areas of customer satisfaction, loyalty, CRM,
and direct response, as well as academics in the service marketing
area.
Discover approaches to make customer relationship marketing more
effective Profit Maximization Through Customer Relationship
Marketing: Measurement, Prediction, and Implementation takes the
various elements of customer centric marketing and brings them
together using the latest research and case studies from various
industries. Respected top researchers review and discuss research
and concepts to provide practitioners, educators, and students with
a deeper understanding of the wide range of issues relevant to
customer centric marketing. This informative resource focuses on
effective strategies and approaches to explain how companies can
ensure that their marketing dollar achieves the highest return on
investment (ROI). Customer centric approaches such as customer
relationship marketing (CRM) aim to increase customer retention,
acquisition, satisfaction, loyalty, differentiate customer value,
develop customers via up-sell and cross-sell opportunities, and
decrease costs. Profit Maximization Through Customer Relationship
Marketing: Measurement, Prediction, and Implementation
comprehensively explains how to make best use of customer
information to better manage customer value and firm profitability.
This valuable text also explains the importance of, as well as how
to establish a reliable customer segmentation strategy. The book is
extensively referenced and includes helpful figures, tables, and
photographs to clearly illustrate concepts. Topics discussed in
Profit Maximization Through Customer Relationship Marketing:
Measurement, Prediction, and Implementation include: the goals of
customer centric approaches various customer segmentation
approaches cross-selling as a strategy for customer relationship
management strategies to effectively use customer loyalty the value
and cultivation of customer satisfaction and customer retention and
more! Profit Maximization Through Customer Relationship Marketing:
Measurement, Prediction, and Implementation is an invaluable
resource for practitioners, educators, and graduate students.
One of the most important new concepts in marketing is customer
equityhere's the essential information you need to create and
manage it! This book presents thought-provoking, cutting-edge
writing on customer equity management. The editors and contributing
authors are top international marketing researchers who share their
expertise in this new area of marketing research and practice.
Capturing Customer Equity: Moving from Products to Markets is
designed to enable academics to chart out future research
directions and to help marketers to apply recently developed
frameworks to the creation and management of customer equity in
domestic and international markets. Handy charts, tables, and
figures make complex information easy to access and understand.
Capturing Customer Equity: Moving from Products to Markets is
divided into five chapters: Developing Relationship Equity in
International Markets This chapter delves into the realm of
relationship marketing to define the term relationship equity and
presents strategies for enhancing relationship equity in
international markets via personal relationships as well as
consistent processes and outcomes. This chapter, written by the
editors and their partner Arun Sharma, also looks at specific
implications for relationship marketing theory and practice in
international markets. Dimension and Implementation Drivers of
Customer Equity Management (CEM)Conceptual Framework, Qualitative
Evidence, and Preliminary Results of a Quantitative Study This
chapter explores theoretical considerations as well as qualitative
and quantitative research applying confirmatory factor analysis. It
identifies three important dimensions of Customer Equity Management
(CEM)analytical, strategic, and operationalas well as three types
of CEM implementation drivers, which represent determinants of the
three CEM dimensions. Authors Manfred Bruhn, Dominik Georgi, and
Karsten Hadwich present the measures they've developed for the CEM
dimensions and drivers. These measures provide valuable help to
practitioners and academics who need to understand how to manage
and implement systematic customer equity management. A
Network-Based Approach to Customer Equity Management This chapter,
by Rene Algesheimer and Florian von Wangenheim, moves beyond the
dyadic relationship marketing concept to present a theoretical
framework for extending current thinking on customer equity towards
the network perspective. Based on the current literature in social
work, this chapter examines the characteristics that are likely to
be powerful predictors of a customer's network value. Practical
implications are highlighted, and directions for further research
are suggested. Strategies for Maximizing Customer Equity of Low
Lifetime Value Customers The management of customer equity has
become a major issue for many firms. This chapter examines
strategies designed to assist firms in their relationships with
customers who have low lifetime value. By examining the relevant
literature as well as industry strategies, author Arun Sharma
explores the reasons why transactional and discount customers have
largely been ignored by marketing strategists, and proposes methods
to enhance segment penetration and the performance of firms.
Implications for managers are also highlighted. Customer
Value-Based Entry Decision in International Markets: The Cnocept of
International Added Customer Equity Market entry decisions are some
of a firm's most important long-term strategic choices. Still, the
international marketing literature has not yet fully incorporated
the idea of relationship marketing in general, and the customer
value concept in particular, as a basis for market entry decisions.
This chapter, by Heiner Evanschitzky and Florian von Wange
The best papers from the Eleventh Annual Colloquium in Relationship
Marketing held in Cheltenham, United Kingdom in 2003 The impact of
a positive buyer-seller relationship on the profits and customer
retention of any company should never be minimized. The Future of
Relationship Marketing presents carefully chosen proceedings from
the Eleventh Annual Colloquium in Relationship Marketing
(Cheltenham, United Kingdom in 2003). Leading experts reveal the
latest studies and provide unique insights into the behaviors and
dynamic strategies needed to maximize a positive relationship with
the all-important customer. The Future of Relationship Marketing
provides new and challenging findings important to anyone involved
with buyer-seller relationships, brought together in one volume.
This multidisciplinary collection of studies reaches beyond basic
marketing strategies to provide a broad yet in-depth examination of
the subject. The book links theory to practice, provides innovative
methodologies for research, and forecasts what the future holds for
relationship marketing. Each chapter is extensively referenced, and
many include graphs and figures to reinforce concepts and ideas.
The Future of Relationship Marketing topics include: dialogical
interaction customer trust, satisfaction, and loyalty Customer
Relational Management (CRM) the question of whether variety-seeking
behavior make customers bad an analysis of underlying worldviews in
relationship marketing the positivist approach in organizational
theory and strategy the interpretativist approach in organizational
theory and strategy configuration theory an analysis of CRM
implementation models buyer-seller face-to-face negotiations The
Future of Relationship Marketing gives the most recent information
essential for researchers, educators, students, and professionals
in customer relationship marketing.
Use these techniques to improve staff performance
Internal Relationship Management: Linking Human Resources to
Marketing Performance shows how businesses can develop and maintain
positive interactions between managers and employees. This book
provides cutting-edge research on the management of internal
customers (i.e., employees) that offers practical suggestions to
improve internal service, employee performance,
and--ultimately--external marketing performance. This useful
resource contains many special features to augment the text,
including tables, figures, and models.
Internal Relationship Management explores key issues, such as:
internal relationship management--managing relationships with
internal customers human resources activities--actions taken to
influence employee attitudes and work-related behaviors career
entry--the initial stages of the internal relationship management
process organizational support--services provided to employees in
an effort to support them With this book, you'll gain a better
understanding of: boundary spanners' appraisals of career entry
transition--from telecommunications, insurance, manufacturing,
accounting, and retail firms the recruitment, selection, and
retention of customer-contact service employees how internal
communication processes affect boundary spanners' satisfaction with
organizational support services employee branding--employees
internalize the firm's desired brand image to project it to
customers and external stakeholders the internal customer
mindset--the importance employees place on serving internal
customers The authors of Internal Relationship Management are
established scholars in both marketing and management, providing an
integrated, state-of-the-art perspective on how internal relations
affect marketing performance. This book presents extensive research
and case studies to emphasize how employee satisfaction results in
customer satisfaction.
Discover an important tool in the development of new marketing
strategies for satisfying online customers! Edited by two experts
in the fields of business and marketing, Customer Relationship
Management in Electronic Markets is designed to help you build
Internet relationships that lead to customer retention and
long-term loyalty. With this book, you will be able to offer
customers the benefits they seek in the virtual marketplace and
serve their best interests. Examining Web sites, e-mail, data
mining, and other technology, this valuable tool can help you
attract and keep the customers who will be the most profitable for
your business. Despite many predictions that electronic marketing
would create high profits for lower costs, many businesses have
been discouraged by low yields due to ineffectual methods of
obtaining and maintaining customers. Customer Relationship
Management in Electronic Markets provides multiple frameworks,
strategies, and techniques around which to organize your company's
electronic marketing plans. It shows you how to calculate trends,
predict customer loss and gain, and prevent dissolution through
analysis of the customer's ever-changing needs. This volume also
utilizes examples of real successful companies that have used the
Internet to the fullest extent, like Staples, Dell, and Amazon.com.
Customer Relationship Management in Electronic Markets is an
excellent resource for individuals engaged in any aspect of
business relationships, from customer service managers, consultants
and corporate trainers in marketing, to owners of major
corporations, online businesses and entrepreneurs, and students in
the field. Specifically, you will gain information on the
following: business-to-business (B2B) and business-to-customer
(B2C) exchangessimilarities, differences, and how the Internet has
changed these relationships the prospects of the Internet for
marketing and customer relationshipspredictions, positive effects,
and negative effects from its inception to today how to develop and
maintain a loyal customer base via the Internet improving B2B
exchanges and business buyer relationship management through
seamless Internet integration how to create a Web site that
satisfies loyal customers and draws in new customers Featuring
several charts, tables, and graphs, this guide provides effective
measures that you can institute to ensure your company's longevity.
Customer Relationship Management in Electronic Markets will help
you create marketing strategies that will successfully meet the
needs of your customers and enhance your business reputation.
Discover an important tool in the development of new marketing
strategies for satisfying online customers! Edited by two experts
in the fields of business and marketing, Customer Relationship
Management in Electronic Markets is designed to help you build
Internet relationships that lead to customer retention and
long-term loyalty. With this book, you will be able to offer
customers the benefits they seek in the virtual marketplace and
serve their best interests. Examining Web sites, e-mail, data
mining, and other technology, this valuable tool can help you
attract and keep the customers who will be the most profitable for
your business. Despite many predictions that electronic marketing
would create high profits for lower costs, many businesses have
been discouraged by low yields due to ineffectual methods of
obtaining and maintaining customers. Customer Relationship
Management in Electronic Markets provides multiple frameworks,
strategies, and techniques around which to organize your company's
electronic marketing plans. It shows you how to calculate trends,
predict customer loss and gain, and prevent dissolution through
analysis of the customer's ever-changing needs. This volume also
utilizes examples of real successful companies that have used the
Internet to the fullest extent, like Staples, Dell, and Amazon.com.
Customer Relationship Management in Electronic Markets is an
excellent resource for individuals engaged in any aspect of
business relationships, from customer service managers, consultants
and corporate trainers in marketing, to owners of major
corporations, online businesses and entrepreneurs, and students in
the field. Specifically, you will gain information on the
following: business-to-business (B2B) and business-to-customer
(B2C) exchangessimilarities, differences, and how the Internet has
changed these relationships the prospects of the Internet for
marketing and customer relationshipspredictions, positive effects,
and negative effects from its inception to today how to develop and
maintain a loyal customer base via the Internet improving B2B
exchanges and business buyer relationship management through
seamless Internet integration how to create a Web site that
satisfies loyal customers and draws in new customers Featuring
several charts, tables, and graphs, this guide provides effective
measures that you can institute to ensure your company's longevity.
Customer Relationship Management in Electronic Markets will help
you create marketing strategies that will successfully meet the
needs of your customers and enhance your business reputation.
Discover approaches to make customer relationship marketing more
effective Profit Maximization Through Customer Relationship
Marketing: Measurement, Prediction, and Implementation takes the
various elements of customer centric marketing and brings them
together using the latest research and case studies from various
industries. Respected top researchers review and discuss research
and concepts to provide practitioners, educators, and students with
a deeper understanding of the wide range of issues relevant to
customer centric marketing. This informative resource focuses on
effective strategies and approaches to explain how companies can
ensure that their marketing dollar achieves the highest return on
investment (ROI). Customer centric approaches such as customer
relationship marketing (CRM) aim to increase customer retention,
acquisition, satisfaction, loyalty, differentiate customer value,
develop customers via up-sell and cross-sell opportunities, and
decrease costs. Profit Maximization Through Customer Relationship
Marketing: Measurement, Prediction, and Implementation
comprehensively explains how to make best use of customer
information to better manage customer value and firm profitability.
This valuable text also explains the importance of, as well as how
to establish a reliable customer segmentation strategy. The book is
extensively referenced and includes helpful figures, tables, and
photographs to clearly illustrate concepts. Topics discussed in
Profit Maximization Through Customer Relationship Marketing:
Measurement, Prediction, and Implementation include: the goals of
customer centric approaches various customer segmentation
approaches cross-selling as a strategy for customer relationship
management strategies to effectively use customer loyalty the value
and cultivation of customer satisfaction and customer retention and
more! Profit Maximization Through Customer Relationship Marketing:
Measurement, Prediction, and Implementation is an invaluable
resource for practitioners, educators, and graduate students.
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