Marketing is dead because the old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities.
Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank for the marketing buck" by focusing on the ultimate market segment— the individual customer — effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value.
Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers:
Relationship marketing is not just a "fad of the month." Rather, it affects the entire enterprise and all its stakeholders. This book describes how to link and align various groups and initiatives within the company — technology, people, business processes, and customer knowledge — in order to bond more intensely with your customers and create new value with them.
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He was formerly a senior partner with Ernst & Young, Toronto, where he led the marketing, research, and strategy practice, and that firm's focus on serving technology and manufacturing companies. He has also held senior management positions in multinational consumer products and software marketing companies.
Ian was the first President and one of the founders of the Association for the Advancement of Relationship Marketing (AARM). He has chaired and addressed numerous conferences on the subject of Relationship Marketing in the US and Canada. He is the author of Beat the Competition: How to Use Competitive Intelligence to Develop Winning Business Strategies (Basil Blackwell, 1989), and over 80 articles that have appeared in leading North American and Pacific Rim magazines. He is an Electrical Engineer, MBA, Past-President of the Industrial Marketing and Research Association of Canada, and for over 15 years, lectured on marketing to undergraduate and MBA students at York University in Toronto.
Marketing is dead because the old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities.
Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank for the marketing buck" by focusing on the ultimate market segment— the individual customer— effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value.
Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers:
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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