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

CustomerCentric Marketing

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A Hardback by Dr Neil Richardson, Jon James, Neil Kelley

15 in stock


    View other formats and editions of CustomerCentric Marketing by Dr Neil Richardson

    Publisher: Kogan Page Ltd
    Publication Date: 03/03/2016
    ISBN13: 9780749479015, 978-0749479015
    ISBN10: 0749479019
    Also in:
    Customer services Public relations 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
      • Chapter - 20: Cost or sacrifice;
      • Chapter - 21: Services and sustainability;
    • Section - SIX: What does the future hold?;
      • Chapter - 22: What does the future hold?
      • Chapter - 19: Customer benefits;
      • Chapter - 18: Convenience for customers;
      • Chapter - 17: Communications;
    • Section - FIVE: The marketing mix;
      • Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
      • Chapter - 15: Resource allocation: Monitoring, evaluation and control;
      • Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
      • Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
      • Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
    • Section - FOUR: Marketing planning;
      • Chapter - 11: Communities and networks;
      • Chapter - 10: Acquiring, retaining and satisfying customers;
      • Chapter - 09: The sustainable customer;
      • Chapter - 08: Users and/or customers?;
      • Chapter - 07: How stakeholders make buying decisions;
    • Section - THREE: Building relationships;
      • Chapter - 06: Systems and customer-centricity;
      • Chapter - 05: Digital marketing and research;
    • Section - TWO: Knowing your own company;
      • Chapter - 04: Marketing and sustainability: Separating facts from fiction;
      • Chapter - 03: Orientations;
      • Chapter - 02: Why do companies fail?;
      • Chapter - 01: Developments in society;
    • Section - ONE: Changing landscapes;

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