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Customer-centric marketing : supporting sustainability in the digital age /
"Consumers are increasingly gravitating toward companies like TOMS and Whole Foods -- sustainable, authentic, and green businesses that have a positive social impact and make their values clear to their customers. As more businesses follow suit and update to more sustainable operations, marketi...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; Philadelphia :
Kogan Page,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Preface; Part One Changing landscapes; 01 Developments in society; The rise of conflicting stakeholder interests; Corporate social responsibility; The business of business is business ...?; The sustainability continuum; Sustainable marketing; Summary and activities; 02 Why do companies fail?; Corporate governance; Changing environments; Size and complexity; Which way are you looking and are you listening?; What are you saying and is it worth hearing?; Co-creation of value; Summary and activities; 03 Orientations; The role of markets ; Summary and activities.
- 04 Marketing and sustainabilityWhat is marketing to you?; Summary and activities ; Part Two Knowing your own company; 05 Digital marketing and research; The research process; Digital marketing research; Big data; Little treasures; Search, site and social; Listening ... ; Research on the go; Summary and activities; 06 Systems and customer-centricity; Systems; CRM ; What is marketing's role in supporting the market orientation of the organization? ; Summary and activity ; Part Three Building relationships; 07 How stakeholders make buying decisions; The consumer market (B2C).
- Social factors: culture, reference groups, social classOrganizational buying behaviour: the business-to-business (B2B) market ; The decision-making unit; Summary and activities; 08 Users and/or customers? ; An identity crisis?; Identity: lies, damn lies and Facebook; The dark(er) side of social networks; Multi-tasking and dual-screening; How to respond; Summary and activity ; 09 The sustainable customer; A historical perspective; The Five Planets Theory; Value, values and meaning; Heuristics; So, what is a sustainable consumer?; 10 Acquiring, retaining and satisfying customers.
- Relationship marketing(Customer) loyalty; Trust; Measuring and monitoring; Online loyalty; Summary; 11 Communities and networks; Online communities; Tribes ; The power of the online community; Building online relationships; Create your own; Internal communities and networks; Trust within networks; Summary and activities ; Part Four Marketing planning; 12 Goal setting; Influences on mission statements; Corporate objectives; Internal marketing; Summary and activities ; 13 Situation review; Marketing audits; The macro environment; Issues relating to monitoring the macro environment.
- Micro environmentSummary and activities ; 14 Marketing objectives, strategy formulation and tactical implementation ; Creating a plan; TOWS analysis; Summary and activities; 15 Resource allocation; Budget; Using benchmarking to measure change; Practical steps towards sustainable marketing ; Summary and activities; 16 Barriers to adopting sustainable marketing planning ; Barriers ; Focus; Planning in a crisis; Using digital marketing to overcome barriers to adopting sustainability; Codes of conduct; Standards and guides; And finally ... ; Summary and activities; Part Five The marketing mix.