04407nam 2200877 450 991081361840332120230125223114.01-60649-897-5(CKB)2550000001188552(EBL)1596823(SSID)ssj0001141684(PQKBManifestationID)12480824(PQKBTitleCode)TC0001141684(PQKBWorkID)11092190(PQKB)10109096(OCoLC)869630637(CaBNVSL)swl00403089(Au-PeEL)EBL1596823(CaPaEBR)ebr10830081(CaONFJC)MIL567874(CaSebORM)9781606498972(MiAaPQ)EBC1596823(EXLCZ)99255000000118855220140125d2014 fy 0engur|n|---|||||txtccrCustomers inside, customers outside designing and succeeding with enterprise customer-centricity concepts, practices, and applications /Michael W. LowensteinFirst edition.New York, New York (222 East 46th Street, New York, NY 10017) :Business Expert Press,2014.1 online resource (156 p.)Marketing strategy collection,2150-9662Part of: 2013 digital library.1-60649-896-7 1-306-36623-2 Includes bibliographical references (pages 125-126) and index.1. The customer-centric enterprise -- 2. Customer and brand decision making and influence -- 3. Customer behavior measurement -- 4. Big customer data -- 5. Customer strategy and tactics (branding, communications, and relationships) -- Afterword -- Epilogue -- About the author -- Notes -- References -- Index.Over the past several years, leading companies have entered a period of marketing and operational convergence, or intersection. During this time, those of us who actively follow, and consult in, such trends are witnessing significant multichannel media application (and resultant omnichannel application by consumers), along with more effective and pervasive customer data gathering, analysis, and application, a stronger enterprise-wide focus on customers, and recognition by senior executives that a dedicated high-level function, supported by a team and sufficient resources, is needed to lead and manage the customer experience. One of my business heroes is direct marketing pioneer, adman Les Wunderman. In the late 1960s, speaking about the future of interactive media, customer relationships, and customer experiences, he predicted many of the realities and challenges we are seeing today. The past decade has brought profound changes to consumer decision making and approaches to customer experience and marketing. Significant advances in communication technology are, at the same time, impacting all marketers and enterprises and in a big way. Marketers have to adjust their budgeting, relationship building, omnichannel influence and personalization methods, "Big Data" generation, analytics, and microsegmentation--all while attempting to hit the moving target that is their continuously transitioning customer base.2013 digital library.Marketing strategy collection.2150-9662Customer relationsRelationship marketingmarketingcustomer loyaltycustomer centricitycustomer experienceemployee loyaltyemployee ambassadorshipperformance metricscommunicationcorporate image and reputationcustomer databig datachief customer officerword-of-mouthtrustbrandloyalty programcustomer complaintsadvertisingsocial medialeadershiprelationshipsCustomer relations.Relationship marketing.658.812Lowenstein Michael W.1942-,865148MiAaPQMiAaPQMiAaPQBOOK9910813618403321Customers inside, customers outside4060983UNINA01402nas 2200445- 450 991013586630332120241204171358.01980-5357(DE-599)ZDB2252874-X(OCoLC)612481663(CKB)110979839327383(CONSER)--2015240383(IL-JeEL)99110979839327383(EXLCZ)9911097983932738320100507a19719999 --- -porurbn||||||abpurbn||||||adatxtrdacontentcrdamediacrrdacarrierEstudos econômicosSão Paulo :Universidade de São Paulo, Instituto de Pesquisas Econômicas :Departamento de Economia1 online resourceRefereed/Peer-reviewed0101-4161 Includes bibliographical references (pages) and index.ESTUD ECONEconomicsPeriodicalsEconomic historyBrazilEconomic conditionsPeriodicalsEconomicsEconomic history.330.105Universidade de São Paulo.Instituto de Pesquisas Econômicas,Universidade de São Paulo.Departamento de Economia,JOURNAL9910135866303321Estudos econômicos1949358UNINA