Buch, Englisch, 431 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 674 g
Creating Business Value from Customer Relationships
Buch, Englisch, 431 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 674 g
ISBN: 978-1-349-13773-2
Verlag: Palgrave Macmillan UK
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
Acknowledgements - List of Figures - A Time for Change - Successful Business Models - Marketing Strategy for Brands and Customers - Creating Value from Brands and Customers - From Image to Interactive Advertising - From Sales to Relationship-building Promotion - From Brand Loyalty to Customer Loyalty - From Mass to Data-driven Marketing - Creating Interactive Mail - Understanding Customer Behaviour - Controlling Marketing Investments - Building Consumer Brands Directly - Building Financial Brands Directly - Building Business Brands Directly - Building Retail Brands Directly - Action Plan One: Developing a Marketing Organisation - Action Plan Two: Developing a Customer Information System - Action Plan Three: Opening a Direct Channel - Action Plan Four: Building a Relationship/Loyalty System