Cargando…
Igniting customer connections : fire up your company's growth by multiplying customer experience & engagement /
"A new data-driven approach to building customer relationships that fuel sustainable business growthIgniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented m...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hooboken, New Jersey :
Wiley,
2014.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Title Page; Copyright; Contents; Preface: Marketing Is on Fire; Part One Connect With Your Customers
- Now; Chapter 1 The New Marketing Landscape: To Survive Here, You Need to Be Able to Deal with Complexity and Speed; Tectonic Shift #1: More Media, Devices, and Disruption; Tectonic Shift #2: The Data Deluge; Tectonic Shift #3: The Infrastructure Goes Global; Tectonic Shift #4: Digital Channels Create Opportunities for Companies of All Sizes; Tectonic Shift #5: The World Moves Faster Than Ever; Tectonic Shifts Drive Crucial Changes in Consumer Behavior
- What Does an Empowered Consumer Mean? Marketing Isn't a Mystery Anymore; Meet the Me Economy; What Do These Shifts and Trends Mean to You?; Chapter 2 Customer Connections: The Basic Concept Remained Unchanged for Hundreds of Years-Until Now; Connections Exist at Many Levels; The Core Elements of a Connection; Experience: How People Feel-Emotional and Experiential Connections; Engagement: What People Do-Transactions as Connections; Customer Connections in the Current Era; A Confluence of Capabilities Opens New Doors; As Always, Knowledge Is Power
- Chapter 6 Strategies for Transformation: Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now Rethink Measurement; Organize around the Customer, Not Products or Channels; Establish a Consistent Marketing Process; Use Technology to Enable, Not Distract; Make Your Transformation a Reality; Part Two ROE2 Research and Insights; Chapter 7 Executive Insights: Dunkin'' Donuts: How This Iconic American Brand Connects with Its Customers; Chapter 8 ROE2 in the Grocery Aisles: How Do Emotion and Experience Influence Grocery Consumers?; The Link between Emotion and Experience