LEADER 04038nam 2200625 450 001 9910787943603321 005 20230807204342.0 010 $a1-118-91671-9 035 $a(CKB)2670000000570929 035 $a(EBL)1813351 035 $a(SSID)ssj0001347649 035 $a(PQKBManifestationID)12527848 035 $a(PQKBTitleCode)TC0001347649 035 $a(PQKBWorkID)11350169 035 $a(PQKB)10237443 035 $a(MiAaPQ)EBC1813351 035 $a(Au-PeEL)EBL1813351 035 $a(CaPaEBR)ebr10953257 035 $a(CaONFJC)MIL650906 035 $a(OCoLC)886673202 035 $a(EXLCZ)992670000000570929 100 $a20141024h20152015 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aIgniting customer connections $efire up your company's growth by multiplying customer experience & engagement /$fAndrew Frawley 210 1$aHoboken, New Jersey :$cWiley,$d2015. 210 4$dİ2015 215 $a1 online resource (259 p.) 300 $aIncludes index. 311 $a1-118-91670-0 311 $a1-322-19626-5 327 $aCover; Title Page; Copyright; Contents; Preface: Marketing Is on Fire; Part One Connect With Your Customers - Now; Chapter 1 The New Marketing Landscape: To Survive Here, You Need to Be Able to Deal with Complexity and Speed; Tectonic Shift #1: More Media, Devices, and Disruption; Tectonic Shift #2: The Data Deluge; Tectonic Shift #3: The Infrastructure Goes Global; Tectonic Shift #4: Digital Channels Create Opportunities for Companies of All Sizes; Tectonic Shift #5: The World Moves Faster Than Ever; Tectonic Shifts Drive Crucial Changes in Consumer Behavior 327 $aWhat Does an Empowered Consumer Mean? Marketing Isn't a Mystery Anymore; Meet the Me Economy; What Do These Shifts and Trends Mean to You?; Chapter 2 Customer Connections: The Basic Concept Remained Unchanged for Hundreds of Years-Until Now; Connections Exist at Many Levels; The Core Elements of a Connection; Experience: How People Feel-Emotional and Experiential Connections; Engagement: What People Do-Transactions as Connections; Customer Connections in the Current Era; A Confluence of Capabilities Opens New Doors; As Always, Knowledge Is Power 327 $aChapter 6 Strategies for Transformation: Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now Rethink Measurement; Organize around the Customer, Not Products or Channels; Establish a Consistent Marketing Process; Use Technology to Enable, Not Distract; Make Your Transformation a Reality; Part Two ROE2 Research and Insights; Chapter 7 Executive Insights: Dunkin'' Donuts: How This Iconic American Brand Connects with Its Customers; Chapter 8 ROE2 in the Grocery Aisles: How Do Emotion and Experience Influence Grocery Consumers?; The Link between Emotion and Experience 327 $aA Personal, Emotional Connection Matters 330 $aA new data-driven approach to building customer relationships that fuel sustainable business growth Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today''s increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world''s largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engage 606 $aCustomer relations 606 $aMarketing 606 $aCustomer loyalty 615 0$aCustomer relations. 615 0$aMarketing. 615 0$aCustomer loyalty. 676 $a658.8/12 686 $aBUS000000$2bisacsh 700 $aFrawley$b Andrew$01533192 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910787943603321 996 $aIgniting customer connections$93779939 997 $aUNINA