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B2B customer engagement strategy : an introduction to managing customer experience / / Daniel D. Prior
| B2B customer engagement strategy : an introduction to managing customer experience / / Daniel D. Prior |
| Autore | Prior Daniel D. |
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa | Cham, Switzerland : , : Macmillan Palgrave, , [2023] |
| Descrizione fisica | 1 online resource (233 pages) |
| Disciplina | 658.812 |
| Soggetto topico |
Customer relations
Industrial marketing Relationship marketing |
| ISBN |
9783031234095
9783031234088 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. What is Customer Engagement ? -- 2. CE Context -- 3. Customer Experience (CX) and Customer Journey -- 4. The Case for CE Capability -- 5. Customer Journey Management -- 6. Customer Relationship Management (CRM) -- 7. Customer Communications -- 8. Analytics and Insight -- 9. CE Capability Maturity -- 10. Current Issues in CE. . |
| Record Nr. | UNINA-9910686793103321 |
Prior Daniel D.
|
||
| Cham, Switzerland : , : Macmillan Palgrave, , [2023] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The book of business awesome [[electronic resource] ] : how engaging your customers and employees can make your business thrive ; The book of business unawesome : the cost of not listening, engaging, or being great at what you do / / Scott Stratten
| The book of business awesome [[electronic resource] ] : how engaging your customers and employees can make your business thrive ; The book of business unawesome : the cost of not listening, engaging, or being great at what you do / / Scott Stratten |
| Autore | Stratten Scott |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, Inc., c2012 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.8/12 |
| Soggetto topico |
Relationship marketing
Customer relations Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-31546-4
1-282-24186-9 9786613812988 1-118-31545-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | How one man changed a billion-dollar brand -- Marketing is a verb -- Remarry your current customers -- The sun rises online. |
| Record Nr. | UNINA-9910461803503321 |
|
Stratten Scott
|
||
| Hoboken, N.J., : John Wiley & Sons, Inc., c2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The book of business awesome [[electronic resource] ] : how engaging your customers and employees can make your business thrive ; The book of business unawesome : the cost of not listening, engaging, or being great at what you do / / Scott Stratten
| The book of business awesome [[electronic resource] ] : how engaging your customers and employees can make your business thrive ; The book of business unawesome : the cost of not listening, engaging, or being great at what you do / / Scott Stratten |
| Autore | Stratten Scott |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, Inc., c2012 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.8/12 |
| Soggetto topico |
Relationship marketing
Customer relations Management |
| ISBN |
1-118-31546-4
1-282-24186-9 9786613812988 1-118-31545-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | How one man changed a billion-dollar brand -- Marketing is a verb -- Remarry your current customers -- The sun rises online. |
| Record Nr. | UNINA-9910790486703321 |
|
Stratten Scott
|
||
| Hoboken, N.J., : John Wiley & Sons, Inc., c2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta
| Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta |
| Autore | Fuggetta Rob |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (306 p.) |
| Disciplina |
658.8/2
658.82 658.827 |
| Soggetto topico |
Relationship marketing
Customer loyalty Word-of-mouth advertising Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-99529-7
9786613766908 1-118-33650-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Turning Advocates Into Marketers You Can Do This Too What You'll Learn Why I Wrote This Book How This Book Is Organized Your Advocate Army Is Ready. Are You? Section 1: Understanding Brand Advocates Chapter 1: What's A Brand Advocate, Anyway? Trusted Champions Social Media Amplifies Advocates Ultimate Customers What Makes Advocates Tick? Advocates: A Different Breed Entirely Most Passionate Customers Most Engaged Customers One Size Doesn't Fit All Surprisingly Large Segment Global Advocates An Army Of Advocates Visible Advocates Hidden Advocates Diverse Group Depends On The Category Active Advocates Vive La Difference Not All Fans Are Brand Advocates Different Motivations Not All Loyal Customers Are Advocates Not All Community Members Are Advocates Brand Advocates Are Players (In A Good Way) Customers & Other Advocates Few Customers, Many Advocates Can't Keep A Secret Advocacy Moves Online You Don't Need To Own It To Recommend It Chapter 2: Not All Advocates Are Equal 1. Advocate Influence Measuring Advocate's Klout 2. Advocacy Frequency Segmenting Brand Advocates Chapter 3: What's A Brand Advocate Worth? A Simple Approach Three Examples Conservative Estimate Proof In Advocacy Pudding Chapter 4: Five Proven Ways (& One Shocking Way) To Create More Brand Advocates Section 2: The Power Of Advocate Marketing Chapter 5: The Power Of Advocate Marketing Finding Box Advocates Unleashing Box Advocates Box-Full Of Referrals Box Embraces Advocacy A New Way Of Marketing Unleashing Advocates Trusted Advocates Sustainable Marketing Force Authentic Advocacy Word Of Mouth Marketing At Scale Advocacy Drives Growth Advocacy & The Consumer Decision Journey Beyond Listening & Engagement The 3 R's Of Advocacy 3 Major Advocacy Benefits Tradtional Marketing Model The "Triangle Of Trust" Fair Exchange Of Value Maintaining Balance Betting Against Beacon Not An Either/Or Advocates Positively Impact Purchase Process Case Studies Section 3: Advocate Marketing Playbook Chapter 6: Advocate Marketing Playbook Overview Advocate Flow Advocate Flow Example Chapter 7: Identifying 3 Ways To Identify Advocates 1. Asking The Ultimate Question Advocates, Detractors, And Passives, Oh My! What's Your Net Promoter Score?; Growth By Advocacy Turning Promoters Into Profits 1% Nps But Millions Of Advocates Ask Often Where To Find Advocates During Product Usage When To Ask Moments Of Delight Pulling The Trigger Keep It Short What Else To Ask Where To Start Who To Ask Should You Use An Incentive? 2. Finding Advocates In The Social Media Jungle Growing Your Advocate Army Set It & Forget It! But Wait, There's More! Chapter 8 Energizing: Boosting Online Ratings Silent Killers Dumb Ideas A 5-Star Solution To Bad Reviews Advocates To The Rescue Webroot Boosts Online Ratings Webroot Identifies Advocates Webroot Energizes Advocates Chapter 9 Energizing: The Power Of Advocate Stories Different Than Reviews Advocates Love Telling Stories Coleman Advocates Share Their Camping Stories Creative Uses Of Advocates' Stories 3 Strategic Uses For Advocates' Stories Chapter 10 Energizing: Advocates Have The Answers How Advocate Answers Works Results Where Advocate Answers Fits Best Risks Of Advocate Answers Opt-In To Answers? Chapter 11 Energizing: Sharing The Love 3 Key Benefits Of Advocate Sharing Share This! Advocacy Goes Viral Most Valuable Sharing How Social Sharing Works For Advocacy How Advocates Share Most Efficient Sharing Channels Top 10 Tips For Advocate Sharing Chapter 12 Mobilizing 1. Mobilizing Advocates For Product Launches Real-World Examples Advocate Seeding Program Five Steps Of An Advocate Seeding Program Overview Of Advocate Seeding Program Process 2. Mobilizing Advocates During Social Media Crises Two Important Things To Know About Social Media Crises Brand Under Attack? Fight Back! But What If There Is No Advocate Cavalry? 3. Mobilize Advocates To Boost Promotions Takin' It To The Streets Other Ways To Mobilize Advocates Best Practices For Mobilizing Advocates Chapter 13 Tracking Using Nps To Track Advocacy Where Nps Falls Short Introducing Advocate Analytics 3 Questions Advocate Analytics Answer 1. Advocate Profiles What Profile Info To Capture When & How To Capture Advocate Profile Data Gleaning Insights By Combining Data 2. Advocate Activity What Activities To Track Tracking Social Sharing 3. Advocacy Results What Results To Track How To Track Results Measuring Advocacy Value How Much Convincing Do You Need? Total Advocacy Value Sales Value Measuring Sales Value Is Straightforward Using Clv To Estimate Sales Value Of Advocacy Clv Challenges Media Value Of Advocacy Peer Influence Analysis Model Media Value Of Trusted Impressions $300 Cpm For Word Of Mouth? Another Way To Value Recommendations Return On Advocacy Z Score Chapter 14 Engaging Advocates Don't Just Listen Educating Advocates How Often To Engage Advocates? Advocate Community? Chapter 15 Rewarding Money Can't Buy Real Advocacy No Money Down Why Paying For Advocacy Is A Dumb Idea Wine Down Jaffe & Fuggetta Smack-Down Chapter 16 Energizing 2.0 Section 4: Putting Advocacy To Work For You Chapter 17 Putting Advocacy To Work For You 3 Steps To Launch Step 1: Creating An Advocacy Plan Advocate Marketing Plan Outline Advocacy By The Numbers B2c Example B2b Example Bed & Breakfast Example Who Should Be Involved With Creating Advocacy Plans? 5 Secrets To Advocacy Success 7 Fatal Advocacy Mistakes Why Not Dive In? Using A Pilot To Inform Advocacy Plans Test Your Advocacy Readiness Energizing Potential Advocates 4 Ways To Energize Potential Advocates. |
| Record Nr. | UNINA-9910452653903321 |
|
Fuggetta Rob
|
||
| Hoboken, New Jersey, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta
| Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta |
| Autore | Fuggetta Rob |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (306 p.) |
| Disciplina |
658.8/2
658.82 658.827 |
| Soggetto topico |
Relationship marketing
Customer loyalty Word-of-mouth advertising Branding (Marketing) |
| ISBN |
1-280-99529-7
9786613766908 1-118-33650-X |
| Classificazione | BUS000000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Turning Advocates Into Marketers You Can Do This Too What You'll Learn Why I Wrote This Book How This Book Is Organized Your Advocate Army Is Ready. Are You? Section 1: Understanding Brand Advocates Chapter 1: What's A Brand Advocate, Anyway? Trusted Champions Social Media Amplifies Advocates Ultimate Customers What Makes Advocates Tick? Advocates: A Different Breed Entirely Most Passionate Customers Most Engaged Customers One Size Doesn't Fit All Surprisingly Large Segment Global Advocates An Army Of Advocates Visible Advocates Hidden Advocates Diverse Group Depends On The Category Active Advocates Vive La Difference Not All Fans Are Brand Advocates Different Motivations Not All Loyal Customers Are Advocates Not All Community Members Are Advocates Brand Advocates Are Players (In A Good Way) Customers & Other Advocates Few Customers, Many Advocates Can't Keep A Secret Advocacy Moves Online You Don't Need To Own It To Recommend It Chapter 2: Not All Advocates Are Equal 1. Advocate Influence Measuring Advocate's Klout 2. Advocacy Frequency Segmenting Brand Advocates Chapter 3: What's A Brand Advocate Worth? A Simple Approach Three Examples Conservative Estimate Proof In Advocacy Pudding Chapter 4: Five Proven Ways (& One Shocking Way) To Create More Brand Advocates Section 2: The Power Of Advocate Marketing Chapter 5: The Power Of Advocate Marketing Finding Box Advocates Unleashing Box Advocates Box-Full Of Referrals Box Embraces Advocacy A New Way Of Marketing Unleashing Advocates Trusted Advocates Sustainable Marketing Force Authentic Advocacy Word Of Mouth Marketing At Scale Advocacy Drives Growth Advocacy & The Consumer Decision Journey Beyond Listening & Engagement The 3 R's Of Advocacy 3 Major Advocacy Benefits Tradtional Marketing Model The "Triangle Of Trust" Fair Exchange Of Value Maintaining Balance Betting Against Beacon Not An Either/Or Advocates Positively Impact Purchase Process Case Studies Section 3: Advocate Marketing Playbook Chapter 6: Advocate Marketing Playbook Overview Advocate Flow Advocate Flow Example Chapter 7: Identifying 3 Ways To Identify Advocates 1. Asking The Ultimate Question Advocates, Detractors, And Passives, Oh My! What's Your Net Promoter Score?; Growth By Advocacy Turning Promoters Into Profits 1% Nps But Millions Of Advocates Ask Often Where To Find Advocates During Product Usage When To Ask Moments Of Delight Pulling The Trigger Keep It Short What Else To Ask Where To Start Who To Ask Should You Use An Incentive? 2. Finding Advocates In The Social Media Jungle Growing Your Advocate Army Set It & Forget It! But Wait, There's More! Chapter 8 Energizing: Boosting Online Ratings Silent Killers Dumb Ideas A 5-Star Solution To Bad Reviews Advocates To The Rescue Webroot Boosts Online Ratings Webroot Identifies Advocates Webroot Energizes Advocates Chapter 9 Energizing: The Power Of Advocate Stories Different Than Reviews Advocates Love Telling Stories Coleman Advocates Share Their Camping Stories Creative Uses Of Advocates' Stories 3 Strategic Uses For Advocates' Stories Chapter 10 Energizing: Advocates Have The Answers How Advocate Answers Works Results Where Advocate Answers Fits Best Risks Of Advocate Answers Opt-In To Answers? Chapter 11 Energizing: Sharing The Love 3 Key Benefits Of Advocate Sharing Share This! Advocacy Goes Viral Most Valuable Sharing How Social Sharing Works For Advocacy How Advocates Share Most Efficient Sharing Channels Top 10 Tips For Advocate Sharing Chapter 12 Mobilizing 1. Mobilizing Advocates For Product Launches Real-World Examples Advocate Seeding Program Five Steps Of An Advocate Seeding Program Overview Of Advocate Seeding Program Process 2. Mobilizing Advocates During Social Media Crises Two Important Things To Know About Social Media Crises Brand Under Attack? Fight Back! But What If There Is No Advocate Cavalry? 3. Mobilize Advocates To Boost Promotions Takin' It To The Streets Other Ways To Mobilize Advocates Best Practices For Mobilizing Advocates Chapter 13 Tracking Using Nps To Track Advocacy Where Nps Falls Short Introducing Advocate Analytics 3 Questions Advocate Analytics Answer 1. Advocate Profiles What Profile Info To Capture When & How To Capture Advocate Profile Data Gleaning Insights By Combining Data 2. Advocate Activity What Activities To Track Tracking Social Sharing 3. Advocacy Results What Results To Track How To Track Results Measuring Advocacy Value How Much Convincing Do You Need? Total Advocacy Value Sales Value Measuring Sales Value Is Straightforward Using Clv To Estimate Sales Value Of Advocacy Clv Challenges Media Value Of Advocacy Peer Influence Analysis Model Media Value Of Trusted Impressions $300 Cpm For Word Of Mouth? Another Way To Value Recommendations Return On Advocacy Z Score Chapter 14 Engaging Advocates Don't Just Listen Educating Advocates How Often To Engage Advocates? Advocate Community? Chapter 15 Rewarding Money Can't Buy Real Advocacy No Money Down Why Paying For Advocacy Is A Dumb Idea Wine Down Jaffe & Fuggetta Smack-Down Chapter 16 Energizing 2.0 Section 4: Putting Advocacy To Work For You Chapter 17 Putting Advocacy To Work For You 3 Steps To Launch Step 1: Creating An Advocacy Plan Advocate Marketing Plan Outline Advocacy By The Numbers B2c Example B2b Example Bed & Breakfast Example Who Should Be Involved With Creating Advocacy Plans? 5 Secrets To Advocacy Success 7 Fatal Advocacy Mistakes Why Not Dive In? Using A Pilot To Inform Advocacy Plans Test Your Advocacy Readiness Energizing Potential Advocates 4 Ways To Energize Potential Advocates. |
| Record Nr. | UNINA-9910779499303321 |
|
Fuggetta Rob
|
||
| Hoboken, New Jersey, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The co-creation paradigm / / Venkat Ramaswamy and Kerimcan Ozcan
| The co-creation paradigm / / Venkat Ramaswamy and Kerimcan Ozcan |
| Autore | Ramaswamy Venkatram |
| Pubbl/distr/stampa | Stanford, California : , : Stanford University Press, , 2014 |
| Descrizione fisica | 1 online resource (356 p.) |
| Disciplina | 658.5/75 |
| Soggetto topico |
Customer relations
Relationship marketing Product management Business networks |
| Soggetto genere / forma | Electronic books. |
| ISBN | 0-8047-9075-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Acknowledgments; Preface; 1. Introduction To The Co-Creation Paradigm; 2. Innovating Co-Creation Platforms of Engagements; 3. Enabling and Connecting With Co-Creation Experiences; 4. Leveraging Co-Creation Ecosystems of Capabilities; 5. Building Co-Creative Managament Systems; 6. Crafting Co-Creative Enterprise Archictectures; 7. Co-Creating Transformational Change; 8. Evolving Economies and Societies Through Co-Creation; 9 . Wealth-Welfare-Wellbeing And Private-Public-Social Sector Co-Creation; 10. Embracing The Co-Creation Paradigm; Reference Matter; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910463923703321 |
|
Ramaswamy Venkatram
|
||
| Stanford, California : , : Stanford University Press, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The co-creation paradigm / / Venkat Ramaswamy and Kerimcan Ozcan
| The co-creation paradigm / / Venkat Ramaswamy and Kerimcan Ozcan |
| Autore | Ramaswamy Venkatram |
| Pubbl/distr/stampa | Stanford, California : , : Stanford University Press, , 2014 |
| Descrizione fisica | 1 online resource (356 p.) |
| Disciplina | 658.5/75 |
| Soggetto topico |
Customer relations
Relationship marketing Product management Business networks |
| ISBN | 0-8047-9075-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Acknowledgments; Preface; 1. Introduction To The Co-Creation Paradigm; 2. Innovating Co-Creation Platforms of Engagements; 3. Enabling and Connecting With Co-Creation Experiences; 4. Leveraging Co-Creation Ecosystems of Capabilities; 5. Building Co-Creative Managament Systems; 6. Crafting Co-Creative Enterprise Archictectures; 7. Co-Creating Transformational Change; 8. Evolving Economies and Societies Through Co-Creation; 9 . Wealth-Welfare-Wellbeing And Private-Public-Social Sector Co-Creation; 10. Embracing The Co-Creation Paradigm; Reference Matter; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910787871203321 |
|
Ramaswamy Venkatram
|
||
| Stanford, California : , : Stanford University Press, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The co-creation paradigm / / Venkat Ramaswamy and Kerimcan Ozcan
| The co-creation paradigm / / Venkat Ramaswamy and Kerimcan Ozcan |
| Autore | Ramaswamy Venkatram |
| Pubbl/distr/stampa | Stanford, California : , : Stanford University Press, , 2014 |
| Descrizione fisica | 1 online resource (356 p.) |
| Disciplina | 658.5/75 |
| Soggetto topico |
Customer relations
Relationship marketing Product management Business networks |
| ISBN | 0-8047-9075-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Acknowledgments; Preface; 1. Introduction To The Co-Creation Paradigm; 2. Innovating Co-Creation Platforms of Engagements; 3. Enabling and Connecting With Co-Creation Experiences; 4. Leveraging Co-Creation Ecosystems of Capabilities; 5. Building Co-Creative Managament Systems; 6. Crafting Co-Creative Enterprise Archictectures; 7. Co-Creating Transformational Change; 8. Evolving Economies and Societies Through Co-Creation; 9 . Wealth-Welfare-Wellbeing And Private-Public-Social Sector Co-Creation; 10. Embracing The Co-Creation Paradigm; Reference Matter; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910815838203321 |
|
Ramaswamy Venkatram
|
||
| Stanford, California : , : Stanford University Press, , 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 |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-86319-4
1-118-86312-7 |
| 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-9910464039803321 |
|
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-9910787864903321 |
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Williams David <1963->
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| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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