Managing the new customer relationship : strategies to engage the social customer and build lasting value /

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Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated a...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Gordon, Ian, 1952 June 19-
Format: Electronic eBook
Language:Inglés
Published: Mississauga, Ont. : J. Wiley & Sons Canada, 2013.
Subjects:
Relationship marketing.
Customer relations > Management.
Social media > Marketing.
Marketing relationnel.
Customer relations > Management
Relationship marketing
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • Managing the new customer : and the new customer relationship
  • Stategies for better customer relationships
  • Planning relationships with existing customers
  • One-through-one : engaging social customers
  • B2B relationships
  • Relationships with mobile customers
  • Mass customization
  • Customer Analytics
  • Teaching customers new behavior
  • Case studies : making it happen
  • Stragegy, stakeholders and semantics.

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