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Customer obsession : how to acquire, retain, and grow customers in the new age of relationship marketing

Tác giả: Abaetê de Azevedo, Ricardo Pomeranz

Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê de Azevedo and Ricardo Pomeranz, top leaders at the world-renowned direct marketing agency Rapp Collins, reveal how businesses of any size can develop a global strategy that embraces ...

Wikibrands

Tác giả: Moffitt Sean

Part 1: The wikibrands story; Part 2: Reinventing the marketing paradigm; Part 3: The flirt model - building a wikibrand; Part 4: Incubating your wikibrand community; Part 5: Applying wikibrands beyond the corporation; Part 6: The wikibrands primer.

WIKIBRANDS : reinventing your company in a customer-driven marketplace

Tác giả: Sean Moffitt, Mike Dover, Don Tapscott

1. The birth of wikibrands; 2. The Wikibrand rallying cry; 3. A wikibrand road map; 4. The six benefits of wikibrands; 5. A wikibrand culture; 6. Focus; 7. Language and content; 8. Incentives, motivations, and outreach; 9. Rules, guidelines and rituals; 10. Tools and platforms; 11. Community ...

Archetypes in branding : a toolkit for creatives and strategists

Tác giả: Margaret Hartwell, Joshua C. Chen

This kit will give you a practical tool to: Reveal your brand's motivations, how it moves in the world, what its trigger points are and why it attracts certain customers; Forge relationships with the myriad stakeholders that affect your business; Empower your team to access their ...

Services management : integrating marketing organisational behaviour, operations and human resource management

Tác giả: William J. Glynn, James G. Barnes

Presenting to avoiding services marketing Myopia, custmoer care in services, the concept of exchange, service mapping: back to basics,  measuring and monitoring service quality, the cost of service quality,..