| Description |
1 online resource (x, 246 pages) : illustrations |
| Contents |
Preface; Part One Changing landscapes; 01 Developments in society; The rise of conflicting stakeholder interests; Corporate social responsibility; The business of business is business ...?; The sustainability continuum; Sustainable marketing; Summary and activities; 02 Why do companies fail?; Corporate governance; Changing environments; Size and complexity; Which way are you looking and are you listening?; What are you saying and is it worth hearing?; Co-creation of value; Summary and activities; 03 Orientations; The role of markets ; Summary and activities |
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04 Marketing and sustainabilityWhat is marketing to you?; Summary and activities ; Part Two Knowing your own company; 05 Digital marketing and research; The research process; Digital marketing research; Big data; Little treasures; Search, site and social; Listening ... ; Research on the go; Summary and activities; 06 Systems and customer-centricity; Systems; CRM ; What is marketing's role in supporting the market orientation of the organization? ; Summary and activity ; Part Three Building relationships; 07 How stakeholders make buying decisions; The consumer market (B2C) |
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Social factors: culture, reference groups, social classOrganizational buying behaviour: the business-to-business (B2B) market ; The decision-making unit; Summary and activities; 08 Users and/or customers? ; An identity crisis?; Identity: lies, damn lies and Facebook; The dark(er) side of social networks; Multi-tasking and dual-screening; How to respond; Summary and activity ; 09 The sustainable customer; A historical perspective; The Five Planets Theory; Value, values and meaning; Heuristics; So, what is a sustainable consumer?; 10 Acquiring, retaining and satisfying customers |
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Relationship marketing(Customer) loyalty; Trust; Measuring and monitoring; Online loyalty; Summary; 11 Communities and networks; Online communities; Tribes ; The power of the online community; Building online relationships; Create your own; Internal communities and networks; Trust within networks; Summary and activities ; Part Four Marketing planning; 12 Goal setting; Influences on mission statements; Corporate objectives; Internal marketing; Summary and activities ; 13 Situation review; Marketing audits; The macro environment; Issues relating to monitoring the macro environment |
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Micro environmentSummary and activities ; 14 Marketing objectives, strategy formulation and tactical implementation ; Creating a plan; TOWS analysis; Summary and activities; 15 Resource allocation; Budget; Using benchmarking to measure change; Practical steps towards sustainable marketing ; Summary and activities; 16 Barriers to adopting sustainable marketing planning ; Barriers ; Focus; Planning in a crisis; Using digital marketing to overcome barriers to adopting sustainability; Codes of conduct; Standards and guides; And finally ... ; Summary and activities; Part Five The marketing mix |
| Summary |
"Consumers are increasingly gravitating toward companies like TOMS and Whole Foods -- sustainable, authentic, and green businesses that have a positive social impact and make their values clear to their customers. As more businesses follow suit and update to more sustainable operations, marketing professionals need to learn to communicate the company's values and practices to get consumers engaged in the company's message. Customer-Centric Marketing looks at how to become a socially responsible company whose customers want to advocate for them. Since customers are more technically-savvy than ever before, this book focuses on creating and implementing a purpose-driven digital marketing plan that sets out: what a company's values and goals are; what a company is good at; what the customers want; how communications can be used to improve internal and external relationships; what role digital communications will play. Offering an actionable plan for adopting sustainable marketing, this book explains how to meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable and responsible practices"-- Provided by publisher |
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"Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness. Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Relationship marketing.
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Marketing.
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Internet marketing.
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Customer relations.
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Marketing
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marketing.
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Sales & marketing.
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Public relations.
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Customer services.
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Business strategy.
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing.
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BUSINESS & ECONOMICS -- Green Business.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Customer relations
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Internet marketing
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Marketing
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Relationship marketing
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Sales and marketing.
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Public relations.
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Customer services.
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Business strategy.
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| Form |
Electronic book
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| ISBN |
9780749472108 |
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0749472103 |
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