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The art of client service : the classic guide, updated for today's marketers and advertisers / / Robert Solomon ; foreword by Ian Schafer
| The art of client service : the classic guide, updated for today's marketers and advertisers / / Robert Solomon ; foreword by Ian Schafer |
| Autore | Solomon Robert |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley & Sons, Incorporated, , [2016] |
| Descrizione fisica | 1 online resource (204 pages) |
| Disciplina | 658.8/12 |
| Collana | THEi Wiley ebooks |
| Soggetto topico |
Advertising
Marketing Customer relations |
| ISBN |
1-119-22828-X
1-119-22793-3 |
| Classificazione | BUS018000 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Dedication Foreword Introduction 1. What Makes Great Client Service? PART ONE: HOW TO BE GREAT WITH CLIENTS 2. Account Management's Role 3. Achieving The Next Level 4. Transforming A Career Into A Calling PART TWO: WINNING NEW BUSINESS FOR YOUR AGENCY 5. New Business: What It Is, Why It Is Important, And Why You Should Give A Damn 6. How To Contribute Before, During, And After Pitch Day 7. Getting To Yes PART THREE: BEGINNINNG A CLIENT RELATIONSHIP 8. In A High-Tech World, Be Low-Tech 9. What Success Looks Like 10. Always Manage Client Expectations From The Outset 11. Be Multilingual 12. Live The Client's Brand 13. Ask, "What Do My Colleagues Need To Create Great Advertising?" Then Deliver It PART FOUR: HOW TO. |
| Record Nr. | UNINA-9910136549803321 |
Solomon Robert
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| Hoboken, New Jersey : , : John Wiley & Sons, Incorporated, , [2016] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Beyond advertising : creating value through all customer touchpoints / / Yoram (Jerry) Wind, Catharine Findiesen Hays and The Wharton Future of Advertising Innovation Network
| Beyond advertising : creating value through all customer touchpoints / / Yoram (Jerry) Wind, Catharine Findiesen Hays and The Wharton Future of Advertising Innovation Network |
| Autore | Wind Yoram |
| Edizione | [Second edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 659.1 |
| Collana | THEi Wiley ebooks |
| Soggetto topico |
Advertising
Communication in marketing Customer relations |
| ISBN |
1-119-07409-6
1-119-17045-1 1-119-07420-7 |
| Classificazione | BUS018000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface: Who Should Read This Book? Part I Overview: The Motivation for Change and the Necessity for Challenging Current Mental Models Chapter 1: The Five Forces Driving the Need for Change, and the Enablers to Do So Chapter 2: It's All in Your Head: Challenging Entrenched Mindsets about "Advertising" Part II Overview: A New Model of Advertising Chapter 3: Orchestrating Value Creation across ALL Touchpoints Chapter 4: Aligning Individuals, Organizations, and Society through Authentic and Compelling Brand Purpose and Initiatives for Win-Win-Win Impact Chapter 5: Making the Substance of Each Touchpoint, and Touchpoint Journey, "RAVES" Chapter 6: Designing Touchpoints to Leverage the Expanded Power of Context: "MADEs" Part III: What to Do Now to Get Ready For - And Co-Create - The Future Chapter 7 Embrace a Culture of Adaptive Experimentation Chapter 8: Leverage All Aspects of the Organizational Architecture to Effect Change or Start Fresh Chapter 9: Transcend Silos and Barriers with Aligned Objectives, Open Innovation, Network Activation and Network Orchestration Chapter 10: A Global Movement From and Beyond Advertising toward a More Desirable Future Appendix One The Backstory: The Wharton FoA Program and the Advertising 2020 Project Appendix Two: Planning and Conducting an Experiment Appendix Three: Example Worksheet Appendix 4: Advertising 2020 Collaborators Bibliography . |
| Record Nr. | UNINA-9910136430903321 |
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Wind Yoram
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| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Beyond advertising : creating value through all customer touchpoints / / Yoram (Jerry) Wind, Catharine Findiesen Hays and The Wharton Future of Advertising Innovation Network
| Beyond advertising : creating value through all customer touchpoints / / Yoram (Jerry) Wind, Catharine Findiesen Hays and The Wharton Future of Advertising Innovation Network |
| Autore | Wind Yoram |
| Edizione | [Second edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 659.1 |
| Collana | THEi Wiley ebooks |
| Soggetto topico |
Advertising
Communication in marketing Customer relations |
| ISBN |
1-119-07409-6
1-119-17045-1 1-119-07420-7 |
| Classificazione | BUS018000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface: Who Should Read This Book? Part I Overview: The Motivation for Change and the Necessity for Challenging Current Mental Models Chapter 1: The Five Forces Driving the Need for Change, and the Enablers to Do So Chapter 2: It's All in Your Head: Challenging Entrenched Mindsets about "Advertising" Part II Overview: A New Model of Advertising Chapter 3: Orchestrating Value Creation across ALL Touchpoints Chapter 4: Aligning Individuals, Organizations, and Society through Authentic and Compelling Brand Purpose and Initiatives for Win-Win-Win Impact Chapter 5: Making the Substance of Each Touchpoint, and Touchpoint Journey, "RAVES" Chapter 6: Designing Touchpoints to Leverage the Expanded Power of Context: "MADEs" Part III: What to Do Now to Get Ready For - And Co-Create - The Future Chapter 7 Embrace a Culture of Adaptive Experimentation Chapter 8: Leverage All Aspects of the Organizational Architecture to Effect Change or Start Fresh Chapter 9: Transcend Silos and Barriers with Aligned Objectives, Open Innovation, Network Activation and Network Orchestration Chapter 10: A Global Movement From and Beyond Advertising toward a More Desirable Future Appendix One The Backstory: The Wharton FoA Program and the Advertising 2020 Project Appendix Two: Planning and Conducting an Experiment Appendix Three: Example Worksheet Appendix 4: Advertising 2020 Collaborators Bibliography . |
| Record Nr. | UNINA-9910824030703321 |
|
Wind Yoram
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| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Connected CRM : implementing a big-data-driven, customer-centric business strategy / / David Williams
| Connected CRM : implementing a big-data-driven, customer-centric business strategy / / David Williams |
| Autore | Williams David <1963-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (258 p.) |
| Disciplina | 658.8/12 |
| Soggetto topico |
Customer relations - Management
Relationship marketing Strategic planning |
| ISBN |
1-118-86319-4
1-118-86312-7 |
| Classificazione | BUS018000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy; Contents; Preface; Acknowledgments; Part 1: Connected CRM (cCRM); Chapter 1: History: There's Never Been a Better Time to Be a Marketer; Chapter 2: Macro-Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement; MACRO-TRENDS; Digitization of Media and Channels; Social Networks at Scale; Consumer Mobility; MARKETERS ARE RESPONDING; CRM EVOLUTION; Chapter 3: Industry Perspective: Business Model Matters; DATA AND ATTRIBUTION CONSIDERATIONS; INDUSTRY MATTERS; BANKING; The State of CRM
Industry Leaders Are Responding On the Horizon; INSURANCE AND WEALTH MANAGEMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; LIFE SCIENCES; The State of CRM; Industry Leaders Are Responding; On the Horizon; RETAIL; The State of CRM; Industry Leaders Are Responding; On the Horizon; TRAVEL, MEDIA, AND ENTERTAINMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; NONPROFIT; The State of CRM; Industry Leaders Are Responding; On the Horizon; THINK VERTICALLY, ACT "UNIVERSALLY"; Chapter 4: Connected CRM: Building Customer Strategy as a Business Strategy CAPABILITY DIMENSIONS Customer Strategy; Experience Delivery; Financial Management; OPERATING MODEL DIMENSIONS; Infrastructure and Process; Organization and Leadership; Chapter 5: Customer Strategy: Creating Your Competitive Advantage; cCRM's AMBITIOUS GOAL; CUSTOMER PORTFOLIO MANAGEMENT; ENTERPRISE SEGMENTATION; Enterprise Segmentation: Understanding Motivations; Enterprise Segmentation: Creating the Segments; Enterprise Segmentation: Describing the Segments; PORTFOLIO STRATEGY: UNITING THE SEGMENTATION SCHEME WITH PORTFOLIO OPTIMIZATION; SEGMENT STRATEGY CUSTOMER STRATEGY: OTHER CONSIDERATIONS FROM BASIC CAPABILITIES TO HIGH PERFORMANCE; THE HEART OF THE MATTER; Chapter 6: Experience Delivery: Finding the Sweet Spot for Expert Customer Integration; FINDING THE SWEET SPOT; BRIDGING CUSTOMER STRATEGY TO PROGRAM DESIGN; CONNECTED PROGRAMS; PROGRAM DEVELOPMENT; PROGRAM BLUEPRINTS; CONNECTED EXPERIENCE DESIGN; INTERACTION PATHWAYS; MESSAGE ARCHITECTURE; MESSAGE-OFFER-CREATIVE SEQUENCING; MESSAGE-OFFER LOGIC (MESSAGING DECISION TREE); CONNECTED CREATIVE; PROGRAM EXECUTION AND MANAGEMENT; THE HEART OF THE MATTER Chapter 7: Financial Management: You Can't Optimize What You Can't MeasureMEASUREMENT STRATEGY; MEASUREMENT AND ATTRIBUTION; BUDGET ALLOCATION AND FORECASTING; VALIDATION; SUMMARY; THE HEART OF THE MATTER; Part 2: cCRM Operating Model; Chapter 8: Infrastructure and Process: Dismantling the Silos That Hinder; THE SIX CORE CAPABILITIES; CONNECTED CONSUMER PROFILE; LONGITUDINAL VIEW OF INTERACTIONS; LEVERAGING THE IDENTITY MAP AND THE EVENT STREAM; INSIGHTS PLATFORM; Key Ingredients of an Insights Platform; CROSS-CHANNEL MARKETING ENABLEMENT; Key Ingredients of Cross-Channel Marketing Enablement CENTRALIZED DECISION SERVICES |
| Record Nr. | UNINA-9910787864903321 |
|
Williams David <1963->
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Connected CRM : implementing a big-data-driven, customer-centric business strategy / / David Williams
| Connected CRM : implementing a big-data-driven, customer-centric business strategy / / David Williams |
| Autore | Williams David <1963-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (258 p.) |
| Disciplina | 658.8/12 |
| Soggetto topico |
Customer relations - Management
Relationship marketing Strategic planning |
| ISBN |
1-118-86319-4
1-118-86312-7 |
| Classificazione | BUS018000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy; Contents; Preface; Acknowledgments; Part 1: Connected CRM (cCRM); Chapter 1: History: There's Never Been a Better Time to Be a Marketer; Chapter 2: Macro-Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement; MACRO-TRENDS; Digitization of Media and Channels; Social Networks at Scale; Consumer Mobility; MARKETERS ARE RESPONDING; CRM EVOLUTION; Chapter 3: Industry Perspective: Business Model Matters; DATA AND ATTRIBUTION CONSIDERATIONS; INDUSTRY MATTERS; BANKING; The State of CRM
Industry Leaders Are Responding On the Horizon; INSURANCE AND WEALTH MANAGEMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; LIFE SCIENCES; The State of CRM; Industry Leaders Are Responding; On the Horizon; RETAIL; The State of CRM; Industry Leaders Are Responding; On the Horizon; TRAVEL, MEDIA, AND ENTERTAINMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; NONPROFIT; The State of CRM; Industry Leaders Are Responding; On the Horizon; THINK VERTICALLY, ACT "UNIVERSALLY"; Chapter 4: Connected CRM: Building Customer Strategy as a Business Strategy CAPABILITY DIMENSIONS Customer Strategy; Experience Delivery; Financial Management; OPERATING MODEL DIMENSIONS; Infrastructure and Process; Organization and Leadership; Chapter 5: Customer Strategy: Creating Your Competitive Advantage; cCRM's AMBITIOUS GOAL; CUSTOMER PORTFOLIO MANAGEMENT; ENTERPRISE SEGMENTATION; Enterprise Segmentation: Understanding Motivations; Enterprise Segmentation: Creating the Segments; Enterprise Segmentation: Describing the Segments; PORTFOLIO STRATEGY: UNITING THE SEGMENTATION SCHEME WITH PORTFOLIO OPTIMIZATION; SEGMENT STRATEGY CUSTOMER STRATEGY: OTHER CONSIDERATIONS FROM BASIC CAPABILITIES TO HIGH PERFORMANCE; THE HEART OF THE MATTER; Chapter 6: Experience Delivery: Finding the Sweet Spot for Expert Customer Integration; FINDING THE SWEET SPOT; BRIDGING CUSTOMER STRATEGY TO PROGRAM DESIGN; CONNECTED PROGRAMS; PROGRAM DEVELOPMENT; PROGRAM BLUEPRINTS; CONNECTED EXPERIENCE DESIGN; INTERACTION PATHWAYS; MESSAGE ARCHITECTURE; MESSAGE-OFFER-CREATIVE SEQUENCING; MESSAGE-OFFER LOGIC (MESSAGING DECISION TREE); CONNECTED CREATIVE; PROGRAM EXECUTION AND MANAGEMENT; THE HEART OF THE MATTER Chapter 7: Financial Management: You Can't Optimize What You Can't MeasureMEASUREMENT STRATEGY; MEASUREMENT AND ATTRIBUTION; BUDGET ALLOCATION AND FORECASTING; VALIDATION; SUMMARY; THE HEART OF THE MATTER; Part 2: cCRM Operating Model; Chapter 8: Infrastructure and Process: Dismantling the Silos That Hinder; THE SIX CORE CAPABILITIES; CONNECTED CONSUMER PROFILE; LONGITUDINAL VIEW OF INTERACTIONS; LEVERAGING THE IDENTITY MAP AND THE EVENT STREAM; INSIGHTS PLATFORM; Key Ingredients of an Insights Platform; CROSS-CHANNEL MARKETING ENABLEMENT; Key Ingredients of Cross-Channel Marketing Enablement CENTRALIZED DECISION SERVICES |
| Record Nr. | UNINA-9910820556803321 |
|
Williams David <1963->
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||