Description
Book SynopsisThe practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada''s top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You''ll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today''s marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan int
Table of Contents
Prelude ix
Introduction The Shoemaker’s Story xi
Chapter 1 The Age of the Customer 1
Chapter 2 Carpe Diem 11
Chapter 3 Customer Relationships Have Changed 25
Chapter 4 From Funnel to the Journey 45
Chapter 5 Brands Will Never Be the Same 57
Chapter 6 Customer Experience Strategy 71
Chapter 7 Building Relationships with the Advocate/Sharecaster 85
Chapter 8 Innovation in Demanding Times 117
Chapter 9 The New Agency 131
Concluding Thoughts 143
Notes 147
Index 151
