{"product_id":"customercentric-marketing-9780749472092","title":"CustomerCentric Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eNeil Richardson \u003c\/b\u003eis 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.\u003cb\u003eNeil Kelley \u003c\/b\u003eis 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.\u003cb\u003eJon James\u003c\/b\u003e is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business \u0026amp; marketing consultancy to organisations in both the public and private sectors.  His research interests include global \u0026amp; international marketing, marketing management and SME development.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003eSection - ONE:  Changing landscapes;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 01: \tDevelopments in society;\u003c\/li\u003e\n\u003cli\u003eChapter - 02: \tWhy do companies fail?;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tOrientations;\u003c\/li\u003e\n\u003cli\u003eChapter - 04: \tMarketing and sustainability: Separating facts from fiction;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - TWO:  Knowing your own company;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 05: \tDigital marketing and research;\u003c\/li\u003e\n\u003cli\u003eChapter - 06: \tSystems and customer-centricity;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - THREE:  Building relationships;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 07: \tHow stakeholders make buying decisions;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tUsers and\/or customers?;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tThe sustainable customer;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tAcquiring, retaining and satisfying customers;\u003c\/li\u003e\n\u003cli\u003eChapter - 11: \tCommunities and networks;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FOUR:  Marketing planning;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 12: \tGoal setting: Mission (or vision) statement, corporate objectives and gap analysis;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tSituation review: The internal (micro) and external (macro) environments;\u003c\/li\u003e\n\u003cli\u003eChapter - 14: \tMarketing objectives, strategy formulation and tactical implementation;\u003c\/li\u003e\n\u003cli\u003eChapter - 15: \tResource allocation: Monitoring, evaluation and control;\u003c\/li\u003e\n\u003cli\u003eChapter - 16: \tBarriers to adopting sustainable marketing planning: And how to overcome them;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FIVE:  The marketing mix;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 17: \tCommunications;\u003c\/li\u003e\n\u003cli\u003eChapter - 18: \tConvenience for customers;\u003c\/li\u003e\n\u003cli\u003eChapter - 19: \tCustomer benefits;\u003c\/li\u003e\n\u003cli\u003eChapter - 20: \tCost or sacrifice;\u003c\/li\u003e\n\u003cli\u003eChapter - 21: \tServices and sustainability;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - SIX:  What does the future hold?;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\u003cli\u003eChapter - 22: \tWhat does the future hold?\u003c\/li\u003e\u003c\/ul\u003e\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":49404527444311,"sku":"9780749472092","price":25.64,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749472092.jpg?v=1730486730","url":"https:\/\/bookcurl.com\/products\/customercentric-marketing-9780749472092","provider":"Book Curl","version":"1.0","type":"link"}