| Description |
1 online resource (223 pages) |
| Contents |
Cover; Half Title; Title Page; Copyright Page; Dedication; Contents; List of Figures; List of Tables; List of Customer Value Checklists (CVC); List of Customer Value Insights (CVI); Preface; Acknowledgments; Part I: Customer Value Mindset; 1 Customers Want Exceptional Value Now!; Key Takeaways; The Strategic Importance of Customer Value; Value-Creating Organizations; From the New to the Now Economy; About Millennials and Generation Z; Summary; Discussion Questions; 2 Be Customer-centric; Key Takeaways; Customer Obsession; Rethinking the Marketing Concept; Building a Marketing Orientation |
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Market-Driving PracticesSummary; Discussion Questions; 3 Business Models and Customer Value Propositions; Key Takeaways; Winning Business Models; Choosing a Value Discipline; Service, Quality, Image and Price: The Crux of Customer Value; The Value of a Customer Value Proposition; Differentiation: Adding Value; Summary; Discussion Questions; Part II Customer Value Strategies; 4 Segmentation and Customer Value; Key Takeaways; Segmentation: The Key to Marketing Success; How Customer Value Impacts Consumer and Business Segmentation |
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Segmentation in Action: Geographics, Demographics, Psychographics, Adopter Categories, Benefits, Product Usage and Purchasing ApproachesMarket Selection Options: Differentiation, Concentration and Segment-of-One Marketing; Target Marketing Guidelines; Buyer Personas; Summary; Discussion Questions; 5 Service Excellence; Key Takeaways; The Nature of Services; Co-creation of Services; Customer Experience Management (CEM); Customer Service Challenges; Managing Service Quality; Summary; Discussion Questions; 6 Quality, Price and Image; Key Takeaways; Quality Matters; Price and Value |
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Image: The Other CommunicatorSummary; Discussion Questions; 7 Building Rock-Solid Customer Relationships; Key Takeaways; Marketing Is Relationship Marketing; Analyzing Buyer Relationships; Customer Engagement; Value Chains; Customer Relationship Management; Relationship Marketing: Keys to Success; Summary; Discussion Questions; Part III Customer Value Measurement; 8 Customer Value Metrics; Key Takeaways; Accountability in Marketing; The 5C Approach to Customer Value Metrics; Two Key Customer Value Measures; Marketing Dashboards; Summary; Discussion Questions; 9 Customer Loyalty and Retention |
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Key TakeawaysWhy Focus on Customer Retention?; Customer Loyalty: Issues, Strategies and Analysis; Usage Analysis and Customer Retention; A Customer Value/Retention Model; Designing a Customer Retention Program; Customer Retention Approaches; Summary; Discussion Questions; Appendix: Customer Value Funnel (CVF); Index |
| Summary |
Discussion Questions -- 7 Building Rock-Solid Customer Relationships -- Key Takeaways -- Marketing Is Relationship Marketing -- Analyzing Buyer Relationships -- Customer Engagement -- Value Chains -- Customer Relationship Management -- Relationship Marketing: Keys to Success -- Summary -- Discussion Questions -- Part III Customer Value Measurement -- 8 Customer Value Metrics -- Key Takeaways -- Accountability in Marketing -- The 5C Approach to Customer Value Metrics -- Two Key Customer Value Measures -- Marketing Dashboards -- Summary -- Discussion Questions -- 9 Customer Loyalty and Retention -- Key Takeaways -- Why Focus on Customer Retention? -- Customer Loyalty: Issues, Strategies and Analysis -- Usage Analysis and Customer Retention -- A Customer Value/Retention Model -- Designing a Customer Retention Program -- Customer Retention Approaches -- Summary -- Discussion Questions -- Appendix: Customer Value Funnel (CVF) -- Index |
| Notes |
Print version record |
| Subject |
Customer services -- Management
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- General.
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Customer engagement.
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Customer loyalty.
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Customer relationship management.
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Customer retention.
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Customer value.
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Customer value metrics.
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Image.
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Marketing.
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Marketing communications.
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Price.
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Quality.
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Relationship management.
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Service.
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Customer services -- Management
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| Form |
Electronic book
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| ISBN |
9781351214339 |
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1351214330 |
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