LEADER 04401nam 2200877 450 001 9910453452103321 005 20200520144314.0 010 $a1-60649-897-5 035 $a(CKB)2550000001188552 035 $a(EBL)1596823 035 $a(SSID)ssj0001141684 035 $a(PQKBManifestationID)12480824 035 $a(PQKBTitleCode)TC0001141684 035 $a(PQKBWorkID)11092190 035 $a(PQKB)10109096 035 $a(OCoLC)869630637 035 $a(CaBNVSL)swl00403089 035 $a(MiAaPQ)EBC1596823 035 $a(Au-PeEL)EBL1596823 035 $a(CaPaEBR)ebr10830081 035 $a(CaONFJC)MIL567874 035 $a(EXLCZ)992550000001188552 100 $a20140125d2014 fy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aCustomers inside, customers outside $edesigning and succeeding with enterprise customer-centricity concepts, practices, and applications /$fMichael W. Lowenstein 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2014. 215 $a1 online resource (156 p.) 225 1 $aMarketing strategy collection,$x2150-9662 300 $aPart of: 2013 digital library. 311 $a1-60649-896-7 311 $a1-306-36623-2 320 $aIncludes bibliographical references (pages 125-126) and index. 327 $a1. 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. 330 3 $aOver the past several years, leading companies have entered a period of marketing and operational convergence, or intersection. During this time, those of us who actively follow, and consult in, such trends are witnessing significant multichannel media application (and resultant omnichannel application by consumers), along with more effective and pervasive customer data gathering, analysis, and application, a stronger enterprise-wide focus on customers, and recognition by senior executives that a dedicated high-level function, supported by a team and sufficient resources, is needed to lead and manage the customer experience. One of my business heroes is direct marketing pioneer, adman Les Wunderman. In the late 1960s, speaking about the future of interactive media, customer relationships, and customer experiences, he predicted many of the realities and challenges we are seeing today. The past decade has brought profound changes to consumer decision making and approaches to customer experience and marketing. Significant advances in communication technology are, at the same time, impacting all marketers and enterprises and in a big way. Marketers have to adjust their budgeting, relationship building, omnichannel influence and personalization methods, "Big Data" generation, analytics, and microsegmentation--all while attempting to hit the moving target that is their continuously transitioning customer base. 410 0$a2013 digital library. 410 0$aMarketing strategy collection.$x2150-9662 606 $aCustomer relations 606 $aRelationship marketing 608 $aElectronic books. 610 $amarketing 610 $acustomer loyalty 610 $acustomer centricity 610 $acustomer experience 610 $aemployee loyalty 610 $aemployee ambassadorship 610 $aperformance metrics 610 $acommunication 610 $acorporate image and reputation 610 $acustomer data 610 $abig data 610 $achief customer officer 610 $aword-of-mouth 610 $atrust 610 $abrand 610 $aloyalty program 610 $acustomer complaints 610 $aadvertising 610 $asocial media 610 $aleadership 610 $arelationships 615 0$aCustomer relations. 615 0$aRelationship marketing. 676 $a658.812 700 $aLowenstein$b Michael W.$f1942-,$0865148 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910453452103321 996 $aCustomers inside, customers outside$91931060 997 $aUNINA