| Description |
1 online resource |
| Contents |
Cover; Title Page; Copyright; Dedication; Prelude; Introduction: The Shoemaker's Story; Solutions Come Through Understanding; The Road From Ground Zero; The Age of the Customer; Chapter One: The Age of The Customer; The External Challenges You Will Face; The Internal Challenges You Will Face; The Multiplier Effect; Ignore the Voice of Doom; It's Only a Voice; Breaking Down the Traditional Mind-Set; No Better Time to Get Started than Now; The Customer-Centric Checklist; Building A Customer-Centric Organization; Chapter Two: Carpe Diem; Customers are not Connecting the Way They Used To |
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Customers Don't Believe What Brands Say AnymoreRebuilding Confidence in Your Brand; The Rise of the Brand Advocate; How Else have Customers been Transformed?; The Rise of the Millennial; Millennials aren't Alone; Behavior Across all Ages is being Transformed; The Rise of the Brand Advocate; Priming the Advocate Pump; BMW 1M Case Study; Chapter Three: Customer Relationships have Changed; Model 1. The Customer Decision Journey; Model 2. From Decision Points to Moments of Truth; Model 3. Zero Moment of Truth; The New Model: Customer Purchase Journey; The Advocate and Influencer Loop |
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Customer Purchase JourneyA New Customer ROI; Definition of Return on Involvement; The Return on Involvement Formula; Chapter Four: From Funnel to the Journey; Does A Brand Add Value?; If A Brand has Value, What are its Values?; They're Just Not That Into You; So What's A Brand Supposed to Do?; So, What's Next?; Telus Talks Business Case Study; Chapter Five: Brands will Never be the Same; Where Does Customer Experience Start?; Center Strategies on Customer Perspectives; Not Strategy as Usual; Making Transformation Happen; Breaking New Ground; Customer Centricity |
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Marketing Management-Process and ImplementationMarketing Science-Measure and Learn; Chapter Six: Customer Experience Strategy; Why Do Customers Share Content?; Organizational Mind-Set; Sliced and Diced Distribution; Making the Case for Dempster's; Star in Your Own Sexy Romance Novel-The Launch of Zero Bread; Listening is as Important as Storytelling: Real-Time Marketing (RTM); CIBC FIFA World Cup Canadian Sponsorship; Content Development; Fan Standings; Super Fans Contest; Results; Where do You Start?; Planning; Align Decision Makers Before You Start |
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Getting the Content Strategy Right Up FrontThe Short Story Behind Storytelling-Creative Considerations; Getting the Story out There; The Art of Creating Valuable Content; Chapter Seven: Building Relationships with the Advocate/Sharecaster; Insights are the Bedrock of Innovative Thinking; Organizing for Innovation; What We've Done; The Toronto Sickkids Hospital Pain Squad App; Chapter Eight: Innovation in Demanding Times; Change or Die; From the Client Point of View; Moving Forward the Cundari Way; With These Lessons, We Made the Following Changes; Analytics that Generate ROI |
| Summary |
The practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on th |
| Bibliography |
Includes bibliographical references and index |
| Notes |
English |
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Online resource; title from digital title page (viewed on June 04, 2015) |
| Subject |
Relationship marketing.
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Customer relations.
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Marketing -- Management.
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Consumer Behavior.
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BUSINESS & ECONOMICS -- Customer Relations.
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Customer relations
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Marketing -- Management
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Relationship marketing
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| Form |
Electronic book
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| LC no. |
2015004592 |
| ISBN |
9781119154785 |
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1119154782 |
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9781119102618 |
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1119102618 |
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9781119102656 |
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1119102650 |
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1119092892 |
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9781119092896 |
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