Inside the Customer Universe

How to Build Unique Customer Insight for Profitable Growth and Market Leadership
1. Auflage 2008
ISBN: 978-0-470-69424-4
Verlag: Wiley & Sons

Buch, Englisch, 300 Seiten, Format (B × H): 162 mm x 237 mm, Gewicht: 564 g

Lieferung vom Verlag mit leichten Qualitätsmängeln möglich

Autoren/Hrsg.

Anderson, Henrik

Ritter, Thomas

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

ContentsPreface1 The quick guide to Customer Universe Based ExecutionPART I Discovering the Customer Universe2 The executive challenge of driving EBITDA growth3 The challenges of current segmentation models4 Identifying customer types - inside the customer's mind5 Identifying roles and scenes - inside situations and occasions6 CUBEical segmentation - the platform for achieving market leadershipPART II Activating the Customer Universe7 CUBEical strategy - where and how to compete8 CUBEical implementation - how to set the agendaPART III Living the Customer Universe9 CUBEical thinking - how does it link to other frameworks10 The fast moving consumer goods universe11 The key account management universe12 The mergers and acquisitions universeEpilogGlossaryIndex

Über Autor(innen)

Henrik Andersen is Director of Andersen & Partners Management Consulting, Denmark, a company he founded in 2002 that specialises in strategic planning, CRM and customer segmentation. Prior to this he was a Partner at PricewaterhouseCoopers where he was the main author of the PwC CRM Handbook. His near 20 years experience in the global consultancy industry provides Henrik with a broad experience in the field of strategic planning, organizational and cultural change, BPR, CRM, and customer segmentation across a range of different industries and organizations. He is a regular presenter at seminars and conferences in Denmark and abroad and is often interviewed by the press as an expert on CRM.Thomas Ritter is a Professor at the Copenhagen Business School and Research Director at the Center for Business Marketing and Purchasing. He has published extensively in high profile academic journals and has contributed to various books and presented countless papers at academic conferences around the world. He has extensive industry experience through consulting and training firms of all sizes and from a wide range of industries across Europe in market strategy, marketing and sales management and value creation through customer relationships.