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Customers inside, customers outside : designing and succeeding with enterprise customer-centricity concepts, practices, and applications / Michael W. Lowenstein.

By: Material type: TextTextSeries: 2013 digital library | Marketing strategy collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014Edition: First editionDescription: 1 online resource (xxi, 129 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781606498972
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleDDC classification:
  • 658.812 23
LOC classification:
  • HF5415.5 .L684 2014
Online resources:
Contents:
1. The customer-centric enterprise -- 2. Customer and brand decision making and influence -- 3. Customer behavior measurement -- 4. Big customer data -- 5. Customer strategy and tactics (branding, communications, and relationships) -- Afterword -- Epilogue -- About the author -- Notes -- References -- Index.
Abstract: Over the past several years, leading companies have entered a period of marketing and operational convergence, or intersection. During this time, those of us who actively follow, and consult in, such trends are witnessing significant multichannel media application (and resultant omnichannel application by consumers), along with more effective and pervasive customer data gathering, analysis, and application, a stronger enterprise-wide focus on customers, and recognition by senior executives that a dedicated high-level function, supported by a team and sufficient resources, is needed to lead and manage the customer experience. One of my business heroes is direct marketing pioneer, adman Les Wunderman. In the late 1960s, speaking about the future of interactive media, customer relationships, and customer experiences, he predicted many of the realities and challenges we are seeing today. The past decade has brought profound changes to consumer decision making and approaches to customer experience and marketing. Significant advances in communication technology are, at the same time, impacting all marketers and enterprises and in a big way. Marketers have to adjust their budgeting, relationship building, omnichannel influence and personalization methods, "Big Data" generation, analytics, and microsegmentation--all while attempting to hit the moving target that is their continuously transitioning customer base.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Ebrary Online Books Ebrary Online Books Colombo Available CBEBK20001550
Ebrary Online Books Ebrary Online Books Jaffna Available JFEBK20001550
Ebrary Online Books Ebrary Online Books Kandy Available KDEBK20001550
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Enhanced descriptions from Syndetics:

Over the past several years, leading companies haveentered a period of major marketing and operationaladjustment and convergence, or intersection. It's areaction to a critical fact of life: Customers--not organizations--now control the decision-making dynamicsand how organizations are perceived. We arewitnessing significant multichannel media application(and resultant omnichannel access by consumers),along with more effective and pervasive customerdata gathering, analysis, and modeling.If you're observing these major shifts in your ownorganization, you'll need this book. Inside, you'lllearn how to build proactive customer communication,improve relationships, drive positive brandperception, optimize channel selection and messagepersonalization, and enhance employee-related factors(hiring, training, reward, recognition), all leadingto superior customer experience and a customercentricculture. In addition, the author has incorporatedcontent on "Big Data" generation and analytics,which you'll master while scoring a direct hit to themoving target--your continuously changing, and increasinglyindependent, customer base.

Part of: 2013 digital library.

Includes bibliographical references (pages 125-126) and index.

1. The customer-centric enterprise -- 2. Customer and brand decision making and influence -- 3. Customer behavior measurement -- 4. Big customer data -- 5. Customer strategy and tactics (branding, communications, and relationships) -- Afterword -- Epilogue -- About the author -- Notes -- References -- Index.

Access restricted to authorized users and institutions.

Over the past several years, leading companies have entered a period of marketing and operational convergence, or intersection. During this time, those of us who actively follow, and consult in, such trends are witnessing significant multichannel media application (and resultant omnichannel application by consumers), along with more effective and pervasive customer data gathering, analysis, and application, a stronger enterprise-wide focus on customers, and recognition by senior executives that a dedicated high-level function, supported by a team and sufficient resources, is needed to lead and manage the customer experience. One of my business heroes is direct marketing pioneer, adman Les Wunderman. In the late 1960s, speaking about the future of interactive media, customer relationships, and customer experiences, he predicted many of the realities and challenges we are seeing today. The past decade has brought profound changes to consumer decision making and approaches to customer experience and marketing. Significant advances in communication technology are, at the same time, impacting all marketers and enterprises and in a big way. Marketers have to adjust their budgeting, relationship building, omnichannel influence and personalization methods, "Big Data" generation, analytics, and microsegmentation--all while attempting to hit the moving target that is their continuously transitioning customer base.

Title from PDF title page (viewed on January 25, 2014).

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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