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Customer value starvation can kill : prevention and cure / / Gautam Vieira, Walter Mahajan ; foreword by Philip Kotler
| Customer value starvation can kill : prevention and cure / / Gautam Vieira, Walter Mahajan ; foreword by Philip Kotler |
| Autore | Mahajan Gautam |
| Pubbl/distr/stampa | New York : , : Business Expert Press, , 2021 |
| Descrizione fisica | 1 online resource (219 pages) |
| Disciplina | 658.812 |
| Collana | Business Expert Press Service Systems and Innovations in Business and Society Collection |
| Soggetto topico |
Customer relations - Management
Value analysis (Cost control) Consumer satisfaction |
| ISBN | 1-952538-59-9 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910794432203321 |
Mahajan Gautam
|
||
| New York : , : Business Expert Press, , 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Customer value starvation can kill : prevention and cure / / Gautam Vieira, Walter Mahajan ; foreword by Philip Kotler
| Customer value starvation can kill : prevention and cure / / Gautam Vieira, Walter Mahajan ; foreword by Philip Kotler |
| Autore | Mahajan Gautam |
| Pubbl/distr/stampa | New York : , : Business Expert Press, , 2021 |
| Descrizione fisica | 1 online resource (219 pages) |
| Disciplina | 658.812 |
| Collana | Business Expert Press Service Systems and Innovations in Business and Society Collection |
| Soggetto topico |
Customer relations - Management
Value analysis (Cost control) Consumer satisfaction |
| ISBN | 1-952538-59-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910822227003321 |
|
Mahajan Gautam
|
||
| New York : , : Business Expert Press, , 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Managing Customer Experience and Relationships : A Strategic Framework
| Managing Customer Experience and Relationships : A Strategic Framework |
| Autore | Peppers Don |
| Edizione | [3rd ed.] |
| Pubbl/distr/stampa | Somerset : , : John Wiley & Sons, Incorporated, , 2016 |
| Descrizione fisica | 1 online resource (627 pages) |
| Disciplina | 658.812 |
| Altri autori (Persone) |
RogersMartha
KotlerPhilip |
| Soggetto topico | Customer relations--Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
9781119239826
9781119236252 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Managing Customer Experience and Relationships: A Strategic Framework -- Contents -- Foreword: The View from Here -- Preface -- Acknowledgments -- About the Authors -- Part I Principles of Managing Customer Experience and Relationships -- Chapter 1 Evolution of Relationships with Customers and Strategic Customer Experiences -- Roots of Customer Relationships and Experience -- Focusing on Customers Is New to Business Strategy -- Managing Customer relationships and experience is a Different Dimension of Competition -- Technology Accelerates-It Is Not the Same as-Building Customer Value -- What Is a Relationship? Is That Different from Customer Experience? -- Learning Relationships: The Crux of Managing Customer Relationships -- The Technology Revolution and the Customer Revolution -- Customers Have Changed, Too -- Customer Retention and Enterprise Profitability -- Summary -- Food for Thought -- Glossary -- Chapter 2 The Thinking Behind Customer Relationships That Leadsto Good Experiences -- Why Do Companies Work at Being "Customer-Centric"? -- What Characterizes a relationship? -- Customer Loyalty: Is It an Attitude? Or a Behavior? -- Summary -- Food for Thought -- Glossary -- Part II IDIC Implementation Process: A Model for Managing Customer Relationships and Improving Customer Experiences -- Chapter 3 Customer Relationships: Basic Building Blocks of IDIC and Trust -- Trust and Relationships Happen in Unison -- IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships -- How Does trust Characterize a Learning relationship? -- Becoming More and More Trustable to Customers -- Do Things Right and Do the Right Thing -- Be Proactive -- Relationships Require Information, but Information Comes Only with Trust -- How Mobile Phone Companies Operate Today -- How a Trustable Mobile Phone Company Would Operate.
Summary -- Food for Thought -- Glossary -- Chapter 4 Identifying Customers -- Individual Information Requires Customer Recognition -- Step 1: How Much Customer Identifi Cation Does a Company Already Have? -- Step 2: Get Customers to Identify Themselves, Making Sure to Accurately Identify Customers on Any Channel -- What Does Identify Mean? -- Identification Activities -- Customer Identification in a B2B Setting -- Customer Identification in a B2C Setting: Unify Omnichannel Marketing Programs -- Customer Data Revolution -- What Data Do We Need When We Identify a Customer? -- Why Is Identification Important? -- Integrating Data to Identify Customers -- Summary -- Food for thought -- Glossary -- Chapter 5 Differentiating Customers: Some Customers Are Worth More Than Others -- Customer Value Is a Future-Oriented Variable -- Customer Lifetime Value -- Recognizing the Hidden Potential Value in Customers -- Growing Share of Customer -- Different Customers have Different Values -- Customer Value Categories -- Managing the Mix of Customers -- Summary -- Food for Thought -- Glossary -- Chapter 6 Differentiating Customersby Their Needs -- Definitions -- Needs -- Customers -- Differentiating Customers by Need: An Illustration -- Understanding Customer Behaviors and Needs -- Characterizing Customers by Their Needs and Behaviors -- Why Doesn't Every Company Already Differentiate Its Customers by Needs? -- Categorizing Customers by Their Needs -- Understanding Needs -- Community Knowledge -- Pharmaceutical Industry Example -- Using Needs Differentiation to Build Customer Value -- Summary -- Food for Thought -- Glossary -- Chapter 7 Interacting With Customers: Customer Collaboration Strategy -- Dialogue Requirements -- Implicit and Explicit Bargains -- Do Consumers Really Want One-to-One Marketing?. Technology of Interaction Requires Integrating Across the Entire Enterprise -- Customer Dialogue: a Unique and Valuable Asset -- Not All Interactions Qualify as "Dialogue" -- Cost Efficiency and Effectiveness of Customer Interaction -- Complaining Customers: Hidden Assets? -- Summary -- Food for Thought -- Glossary -- Chapter 8 Customer Insight, Dialogue, and Social Media -- Engaging Enthusiastic Supporters -- Empowering Customers to Defend the Brand -- Listening to Customers -- Enlisting Customers to Help Other Customers -- Customers Helping Customers -- Age of Transparency -- As Interactions Multiply, Trust Becomes More Important -- Summary -- Food for Thought -- Glossary -- Chapter 9 Privacy and Customer Feedback -- Privacy in Europe Is a Different World -- Stated Goals of the New EU General Data Protection Regulation -- Privacy Pledges Build Enterprise Trust -- Submitting Data Online -- Summary -- Food for Thought -- Glossary -- Chapter 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships -- How Can Customization Be Profitable? -- Not all Customization Is equal -- Technology Accelerates Mass Customization -- Customization of Standardized Products and Services -- Value Streams -- Culture rules -- Summary -- Food for Thought -- Glossary -- Part III Measuring and Managing to Build Customer Value -- Chapter 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization -- Customer Equity -- Customer Loyalty and Customer Equity -- Return on Customer -- Leading Indicators of LTV Change -- Lifetime Value Drivers -- Lifestyle Changes -- Behavioral Cues -- Customer Attitudes -- Stats and the Single Customer -- Summary -- Food for Thought -- Glossary -- Chapter 12 Using Customer Analyticsto Build the Success of the Customer-Strategy Enterprise -- Summary. Food for Thought -- Glossary -- Chapter 13 Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1 -- Relationship Governance -- Summary -- Food for Thought -- Chapter 14 Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2: Transitioning from Traditional Business to Customer Centricity -- Pilot Projects and Incremental Change -- Picket Fence Strategy -- Segment Management -- Customer Portfolio Management -- Transition Across the Enterprise -- Transition Process for the Sales Department -- Transition Process for Marketing -- Transition Process for Customer Service -- Transition Process for Other Key Enterprise Areas -- Finance -- Research and Development -- Information Technology/Information Services -- Human Resources -- Managing Employees in the Customer-Strategy Enterprise -- Summary -- Food for Thought -- Glossary -- Chapter 15 Futureproofing the Customer-Centric Organization -- Leadership Behavior of Customer Relationship Managers -- Maintain and Increase the Trust of Customers -- Reputations Go Online -- Innovate, Innovate, Innovate -- The Importance of Corporate Culture -- Summary -- Food for Thought -- Name Index -- Term Index -- EULA. |
| Record Nr. | UNINA-9910795816503321 |
|
Peppers Don
|
||
| Somerset : , : John Wiley & Sons, Incorporated, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Managing Customer Experience and Relationships : A Strategic Framework
| Managing Customer Experience and Relationships : A Strategic Framework |
| Autore | Peppers Don |
| Edizione | [3rd ed.] |
| Pubbl/distr/stampa | Somerset : , : John Wiley & Sons, Incorporated, , 2016 |
| Descrizione fisica | 1 online resource (627 pages) |
| Disciplina | 658.812 |
| Altri autori (Persone) |
RogersMartha
KotlerPhilip |
| Soggetto topico | Customer relations--Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
9781119239826
9781119236252 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Managing Customer Experience and Relationships: A Strategic Framework -- Contents -- Foreword: The View from Here -- Preface -- Acknowledgments -- About the Authors -- Part I Principles of Managing Customer Experience and Relationships -- Chapter 1 Evolution of Relationships with Customers and Strategic Customer Experiences -- Roots of Customer Relationships and Experience -- Focusing on Customers Is New to Business Strategy -- Managing Customer relationships and experience is a Different Dimension of Competition -- Technology Accelerates-It Is Not the Same as-Building Customer Value -- What Is a Relationship? Is That Different from Customer Experience? -- Learning Relationships: The Crux of Managing Customer Relationships -- The Technology Revolution and the Customer Revolution -- Customers Have Changed, Too -- Customer Retention and Enterprise Profitability -- Summary -- Food for Thought -- Glossary -- Chapter 2 The Thinking Behind Customer Relationships That Leadsto Good Experiences -- Why Do Companies Work at Being "Customer-Centric"? -- What Characterizes a relationship? -- Customer Loyalty: Is It an Attitude? Or a Behavior? -- Summary -- Food for Thought -- Glossary -- Part II IDIC Implementation Process: A Model for Managing Customer Relationships and Improving Customer Experiences -- Chapter 3 Customer Relationships: Basic Building Blocks of IDIC and Trust -- Trust and Relationships Happen in Unison -- IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships -- How Does trust Characterize a Learning relationship? -- Becoming More and More Trustable to Customers -- Do Things Right and Do the Right Thing -- Be Proactive -- Relationships Require Information, but Information Comes Only with Trust -- How Mobile Phone Companies Operate Today -- How a Trustable Mobile Phone Company Would Operate.
Summary -- Food for Thought -- Glossary -- Chapter 4 Identifying Customers -- Individual Information Requires Customer Recognition -- Step 1: How Much Customer Identifi Cation Does a Company Already Have? -- Step 2: Get Customers to Identify Themselves, Making Sure to Accurately Identify Customers on Any Channel -- What Does Identify Mean? -- Identification Activities -- Customer Identification in a B2B Setting -- Customer Identification in a B2C Setting: Unify Omnichannel Marketing Programs -- Customer Data Revolution -- What Data Do We Need When We Identify a Customer? -- Why Is Identification Important? -- Integrating Data to Identify Customers -- Summary -- Food for thought -- Glossary -- Chapter 5 Differentiating Customers: Some Customers Are Worth More Than Others -- Customer Value Is a Future-Oriented Variable -- Customer Lifetime Value -- Recognizing the Hidden Potential Value in Customers -- Growing Share of Customer -- Different Customers have Different Values -- Customer Value Categories -- Managing the Mix of Customers -- Summary -- Food for Thought -- Glossary -- Chapter 6 Differentiating Customersby Their Needs -- Definitions -- Needs -- Customers -- Differentiating Customers by Need: An Illustration -- Understanding Customer Behaviors and Needs -- Characterizing Customers by Their Needs and Behaviors -- Why Doesn't Every Company Already Differentiate Its Customers by Needs? -- Categorizing Customers by Their Needs -- Understanding Needs -- Community Knowledge -- Pharmaceutical Industry Example -- Using Needs Differentiation to Build Customer Value -- Summary -- Food for Thought -- Glossary -- Chapter 7 Interacting With Customers: Customer Collaboration Strategy -- Dialogue Requirements -- Implicit and Explicit Bargains -- Do Consumers Really Want One-to-One Marketing?. Technology of Interaction Requires Integrating Across the Entire Enterprise -- Customer Dialogue: a Unique and Valuable Asset -- Not All Interactions Qualify as "Dialogue" -- Cost Efficiency and Effectiveness of Customer Interaction -- Complaining Customers: Hidden Assets? -- Summary -- Food for Thought -- Glossary -- Chapter 8 Customer Insight, Dialogue, and Social Media -- Engaging Enthusiastic Supporters -- Empowering Customers to Defend the Brand -- Listening to Customers -- Enlisting Customers to Help Other Customers -- Customers Helping Customers -- Age of Transparency -- As Interactions Multiply, Trust Becomes More Important -- Summary -- Food for Thought -- Glossary -- Chapter 9 Privacy and Customer Feedback -- Privacy in Europe Is a Different World -- Stated Goals of the New EU General Data Protection Regulation -- Privacy Pledges Build Enterprise Trust -- Submitting Data Online -- Summary -- Food for Thought -- Glossary -- Chapter 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships -- How Can Customization Be Profitable? -- Not all Customization Is equal -- Technology Accelerates Mass Customization -- Customization of Standardized Products and Services -- Value Streams -- Culture rules -- Summary -- Food for Thought -- Glossary -- Part III Measuring and Managing to Build Customer Value -- Chapter 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization -- Customer Equity -- Customer Loyalty and Customer Equity -- Return on Customer -- Leading Indicators of LTV Change -- Lifetime Value Drivers -- Lifestyle Changes -- Behavioral Cues -- Customer Attitudes -- Stats and the Single Customer -- Summary -- Food for Thought -- Glossary -- Chapter 12 Using Customer Analyticsto Build the Success of the Customer-Strategy Enterprise -- Summary. Food for Thought -- Glossary -- Chapter 13 Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1 -- Relationship Governance -- Summary -- Food for Thought -- Chapter 14 Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2: Transitioning from Traditional Business to Customer Centricity -- Pilot Projects and Incremental Change -- Picket Fence Strategy -- Segment Management -- Customer Portfolio Management -- Transition Across the Enterprise -- Transition Process for the Sales Department -- Transition Process for Marketing -- Transition Process for Customer Service -- Transition Process for Other Key Enterprise Areas -- Finance -- Research and Development -- Information Technology/Information Services -- Human Resources -- Managing Employees in the Customer-Strategy Enterprise -- Summary -- Food for Thought -- Glossary -- Chapter 15 Futureproofing the Customer-Centric Organization -- Leadership Behavior of Customer Relationship Managers -- Maintain and Increase the Trust of Customers -- Reputations Go Online -- Innovate, Innovate, Innovate -- The Importance of Corporate Culture -- Summary -- Food for Thought -- Name Index -- Term Index -- EULA. |
| Record Nr. | UNINA-9910810314903321 |
|
Peppers Don
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||
| Somerset : , : John Wiley & Sons, Incorporated, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing : an introduction / / Gary Armstrong, Philip Kotler ; with Marc O. Opresnik
| Marketing : an introduction / / Gary Armstrong, Philip Kotler ; with Marc O. Opresnik |
| Autore | Armstrong Gary |
| Edizione | [Thirteenth, Global edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , [2017] |
| Descrizione fisica | 1 online resource (672 pages) : color illustrations, photographs |
| Disciplina | 658.8 |
| Collana | Always Learning |
| Soggetto topico | Marketing |
| ISBN | 1-292-14652-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Title Page -- Copyright Page -- Brief Contents -- Contents -- Preface -- Acknowledgments -- Part 1 Defining Marketing and the Marketing Process -- Chapter 1 Marketing: Creating Customer Value and Engagement -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: Emirate's Customer-Value Driven Marketing -- What Is Marketing? -- Marketing Defined -- The Marketing Process -- Understanding the Marketplace and Customer Needs -- Customer Needs, Wants, and Demands -- Market Offerings-Products, Services, and Experiences -- Customer Value and Satisfaction -- Exchanges and Relationships -- Markets -- Designing a Customer Value-Driven Marketing Strategy -- Selecting Customers to Serve -- Choosing a Value Proposition -- Marketing Management Orientations -- Preparing an Integrated Marketing Plan and Program -- Engaging Customers and Managing Customer Relationships -- Customer Relationship Management -- Marketing at Work 1.1: Amazon: Delighting Customers and Delivering Satisfying Online Customer Experiences -- Engaging Customers -- Customer Engagement and Today's Digital and Social Media -- Consumer-Generated Marketing -- Partner Relationship Management -- Capturing Value from Customers -- Creating Customer Loyalty and Retention -- Growing Share of Customer -- Building Customer Equity -- The Changing Marketing Landscape -- The Digital Age: Online, Mobile, and Social Media Marketing -- Marketing at Work 1.2: Facebook: Real-Time Marketing All the Time -- The Changing Economic Environment -- The Growth Of Not-for-Profit Marketing -- Rapid Globalization -- Sustainable Marketing-The Call for More Environmental and Social Responsibility -- So, What Is Marketing? Pulling It All Together -- Reviewing and Extending the Concepts -- Chapter Review and Critical Thinking -- Objectives Review -- Key Terms -- Discussion Questions.
Critical Thinking Exercises -- Minicases and Applications -- Online, Mobile, and Social Media Marketing -- Marketing Ethics -- Marketing by the Numbers -- Video Case -- Company Cases -- Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: Rolex -- Company-Wide Strategic Planning: Defining Marketing's Role -- Defining a Market-Oriented Mission -- Setting Company Objectives and Goals -- Designing the Business Portfolio -- Marketing at Work 2.1: Red Bull: The Global Market Leader in Energy Drinks Skillfully Manages Its Business Portfolio -- Planning Marketing: Partnering to Build Customer Relationships -- Partnering with Other Company Departments -- Partnering with Others in the Marketing System -- Marketing Strategy and the Marketing Mix -- Customer Value-Driven Marketing Strategy -- Developing an Integrated Marketing Mix -- Marketing at Work 2.2: DuckDuckGo: Google's Tiniest, Fiercest Competitor -- Managing the Marketing Effort -- Marketing Analysis -- Marketing Planning -- Marketing Implementation -- Marketing Department Organization -- Marketing Control -- Measuring And Managing Marketing Return On Investment -- Reviewing and Extending the Concepts -- Chapter Review and Critical Thinking -- Objectives Review -- Key Terms -- Discussion Questions -- Critical Thinking Exercises -- Minicases and Applications -- Online, Mobile, and Social Media Marketing -- Marketing Ethics -- Marketing by the Numbers -- Video Case -- Company Cases -- Part 2 Understanding the Marketpiace and Customer Value -- Chapter 3 Analyzing the Marketing Environment -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: Philips -- The Microenvironment -- The Company -- Suppliers -- Marketing Intermediaries. Competitors -- Publics -- Customers -- The Macroenvironment -- The Demographic Environment -- The Economic Environment -- The Natural Environment -- The Technological Environment -- Marketing at Work 3.1: Chipotle's Environmental Sustainability Mission: Food With Integrity -- The Political and Social Environment -- The Cultural Environment -- Responding to the Marketing Environment -- Marketing at Work 3.2: In the Social Media Age: When the Dialogue Gets Nasty -- Reviewing and Extending the Concepts -- Chapter Review and Critical Thinking -- Objectives Review -- Key Terms -- Discussion Questions -- Critical Thinking Exercises -- Minicases and Applications -- online, Mobile, and social Media Marketing -- Marketing Ethics -- Marketing by the Numbers -- Video Case -- Company Cases -- Chapter 4 Managing Marketing Information to Gain Customer Insights -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: Ferrero -- Marketing Information and Customer Insights -- Marketing Information And Today's "Big Data" -- Managing Marketing Information -- Assessing Marketing Information Needs -- Developing Marketing Information -- Internal Data -- Competitive Marketing Intelligence -- Marketing at Work 4.1: Social Media Command Centers: Listening to and Engaging Customers in Social Space -- Marketing Research -- Defining the Problem and Research Objectives -- Developing the Research Plan -- Gathering Secondary Data -- Primary Data Collection -- Implementing the Research Plan -- Interpreting and Reporting the Findings -- Analyzing and Using Marketing Information -- Customer Relationship Management (CRM) -- Big Data and Marketing Analytics -- Marketing at Work 4.2: Netflix Streams Success with Big Data and Marketing Analytics -- Distributing and Using Marketing Information -- Other Marketing Information Considerations. Marketing Research in Small Businesses and Nonprofit Organizations -- International Marketing Research -- Public Policy and Ethics in Marketing Research -- Reviewing and Extending the Concepts -- Chapter Review and Critical Thinking -- Objectives Review -- Key Terms -- Discussion Questions -- Critical Thinking Exercises -- Minicases and Applications -- Online, Mobile, and Social Media Marketing -- Marketing Ethics -- Marketing by the Numbers -- Video Case -- Company Cases -- Chapter 5 Understanding Consumer and Business Buyer Behavior -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: Lenovo -- Consumer Markets and Consumer Buyer Behavior -- Model of Consumer Behavior -- Characteristics Affecting Consumer Behavior -- Marketing at Work 5.1: Word-of-Mouth Marketing: Sparking Brand Conversations and Helping Them Catch Fire -- Marketing at Work 5.2: Taco Bell: More than Just Tacos, a "Live Más" Lifestyle -- The Buyer Decision Process -- Need Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- The Buyer Decision Process for New Products -- Stages in the Adoption Process -- Individual Differences in Innovativeness -- Influence of Product Characteristics on Rate of Adoption -- Business Markets and Business Buyer Behavior -- Business Markets -- Business Buyer Behavior -- Engaging Business Buyers with Digital and Social Marketing -- Reviewing and Extending the Concepts -- Chapter Review and Critical Thinking -- Objectives Review -- Key Terms -- Discussion Questions -- Critical Thinking Exercises -- And -- Online, Mobile, and Social Media Marketing -- Marketing Ethics -- Marketing by the Numbers -- Video Case -- Company Cases -- Part 3 Designing A Customer Value-Driven Strategy and Mix. Chapter 6 Customer Value-Driven marketing strategy: Creating Value for Target Customers -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: Henkel's Persil -- Market Segmentation -- Segmenting Consumer Markets -- Segmenting Business Markets -- Segmenting International Markets -- Requirements for Effective Segmentation -- Market Targeting -- Evaluating Market Segments -- Selecting Target Market Segments -- Marketing at Work 6.1: Hypertargeting: Walking a Fine Line between Serving Customers and Stalking Them -- Differentiation and Positioning -- Positioning Maps -- Choosing a Differentiation and Positioning Strategy -- Marketing at Work 6.2: LEGO: Successfully Reviving the Positioning Strategy and Value Proposition -- Communicating and Delivering the Chosen Position -- Reviewing and Extending the Concepts -- Chapter Review and Critical Thinking -- Objectives Review -- Key Terms -- Discussion Questions -- Critical Thinking Exercises -- Minicases and Applications -- Online, Mobile, and Social Media Marketing -- Marketing Ethics -- Marketing by the Numbers -- Video Case -- Company Cases -- Chapter 7 Products, Services, and Brands: Building Customer Value -- Chapter Road Map -- Objective Outline -- Previewing the Concepts -- First Stop: IKEA -- What Is a Product? -- Products, Services, and Experiences -- Levels of Product and Services -- Product and Service Classifications -- Product and Service Decisions -- Individual Product and Service Decisions -- Product Line Decisions -- Product Mix Decisions -- Services Marketing -- The Nature and Characteristics of a Service -- Marketing Strategies for Service Firms -- The Service Profit Chain -- Marketing at Work 7.1: HSBC: Taking Care of Those Who Take Care of the Customer -- Branding Strategy: Building Strong Brands -- Brand Equity and Brand Value -- Building Strong Brands. Managing Brands. |
| Record Nr. | UNINA-9910154947803321 |
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Armstrong Gary
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||
| Harlow, England : , : Pearson, , [2017] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic marketing for non-profit organizations / / Alan R. Andreasen, Philip R. Kotler
| Strategic marketing for non-profit organizations / / Alan R. Andreasen, Philip R. Kotler |
| Autore | Andreasen Alan R. <1934-> |
| Edizione | [Seventh, Pearson new international edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , [2014] |
| Descrizione fisica | 1 online resource (474 pages) : illustrations, tables |
| Disciplina | 658.8 |
| Collana | Always learning |
| Soggetto topico | Nonprofit organizations - Marketing |
| ISBN | 1-292-05627-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover -- Table of Contents -- 1. The Growth and Development of Nonprofit Marketing -- 2. Developing a Target Audience-Centered Mindset -- 3. Strategic Marketing Planning -- 4. Understanding Target Audience Behavior -- 5. Acquiring and Using Marketing Information -- 6. Segmentation, Targeting, and Positioning -- 7. Branding -- 8. Value Propositions: Managing the Organization's Offerings -- 9. Developing and Launching New Offerings -- 10. Managing Perceived Costs -- 11. Facilitating Marketing Behaviors -- 12. Formulating Communication Strategies -- 13. Managing Communications: Advertising and Personal Persuasion -- 14. Managing Public Media and Public Advocacy -- 15. Generating Funds -- 16. Attracting Human Resources: Staff, Volunteers, and Board Members -- 17. Working with the Private Sector -- 18. Organizing for Implementation -- Index. |
| Record Nr. | UNINA-9910154811003321 |
|
Andreasen Alan R. <1934->
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| Harlow, England : , : Pearson, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||