Description

Book Synopsis
Neil Richardson is a Senior Marketing Lecturer at Leeds Beckett University and a Chartered Institute of Marketing Course Leader. He has over 20 years of experience in sales management, marketing and customer service in the B2B sector.Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Beckett University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles.Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.

Table of Contents
  • Section - ONE: Changing landscapes;
    • Chapter - 01: Developments in society;
    • Chapter - 02: Why do companies fail?;
    • Chapter - 03: Orientations;
    • Chapter - 04: Marketing and sustainability: Separating facts from fiction;
  • Section - TWO: Knowing your own company;
    • Chapter - 05: Digital marketing and research;
    • Chapter - 06: Systems and customer-centricity;
  • Section - THREE: Building relationships;
    • Chapter - 07: How stakeholders make buying decisions;
    • Chapter - 08: Users and/or customers?;
    • Chapter - 09: The sustainable customer;
    • Chapter - 10: Acquiring, retaining and satisfying customers;
    • Chapter - 11: Communities and networks;
  • Section - FOUR: Marketing planning;
    • Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
    • Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
    • Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
    • Chapter - 15: Resource allocation: Monitoring, evaluation and control;
    • Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
  • Section - FIVE: The marketing mix;
    • Chapter - 17: Communications;
    • Chapter - 18: Convenience for customers;
    • Chapter - 19: Customer benefits;
    • Chapter - 20: Cost or sacrifice;
    • Chapter - 21: Services and sustainability;
  • Section - SIX: What does the future hold?;
    • Chapter - 22: What does the future hold?

CustomerCentric Marketing

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    A Paperback / softback by Dr Neil Richardson, Jon James, Neil Kelley

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      Publisher: Kogan Page Ltd
      Publication Date: 03/02/2015
      ISBN13: 9780749472092, 978-0749472092
      ISBN10: 074947209X
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      Neil Richardson is a Senior Marketing Lecturer at Leeds Beckett University and a Chartered Institute of Marketing Course Leader. He has over 20 years of experience in sales management, marketing and customer service in the B2B sector.Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Beckett University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles.Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.

      Table of Contents
      • Section - ONE: Changing landscapes;
        • Chapter - 01: Developments in society;
        • Chapter - 02: Why do companies fail?;
        • Chapter - 03: Orientations;
        • Chapter - 04: Marketing and sustainability: Separating facts from fiction;
      • Section - TWO: Knowing your own company;
        • Chapter - 05: Digital marketing and research;
        • Chapter - 06: Systems and customer-centricity;
      • Section - THREE: Building relationships;
        • Chapter - 07: How stakeholders make buying decisions;
        • Chapter - 08: Users and/or customers?;
        • Chapter - 09: The sustainable customer;
        • Chapter - 10: Acquiring, retaining and satisfying customers;
        • Chapter - 11: Communities and networks;
      • Section - FOUR: Marketing planning;
        • Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
        • Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
        • Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
        • Chapter - 15: Resource allocation: Monitoring, evaluation and control;
        • Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
      • Section - FIVE: The marketing mix;
        • Chapter - 17: Communications;
        • Chapter - 18: Convenience for customers;
        • Chapter - 19: Customer benefits;
        • Chapter - 20: Cost or sacrifice;
        • Chapter - 21: Services and sustainability;
      • Section - SIX: What does the future hold?;
        • Chapter - 22: What does the future hold?

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