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Successful Customer Relationship Marketing: New Thinking, New Strategies, New Tools for Getting Closer to Your Customers

Successful Customer Relationship Marketing: New Thinking, New Strategies, New Tools for Getting Closer to Your Customers

by Merlin Stone (Author), Bryan Foss (Author)

  • Used

    Hardcover 2001

    $6.87
Synopsis

As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offers gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences. This volume takes an in-depth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge - how companies interpret and make use of customer data; Strategy and Technology - how e-business thinking and new technologies are used for managing customers; Implementation -considers how to translate theory and technology into improved (global) customer management; and Sector Studies.

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More Information

Format: Hardcover
 Pages: 448
 Publisher: Kogan Page Ltd
Published: 01 Jul 2001
ISBN 10: 0749435798
ISBN 13: 9780749435790
Book Overview: A handbook on customer relationship marketing. Successful Customer Relationship Marketing explores what companies all over the world are doing and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge; Strategy and Technology; Implementation; and Sector Studies.

Author Bio
Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management. Merlin Stone is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Customer Relationship Marketing, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications. Merlin Stone has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others. Bryan is an independent non-executive director (NED) and board level adviser. The majority of his work is in Business-to-Business marketing and sales, including Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, academic and professional roles including as a B2B Council Member and B2B advisor to the Managing Director of the Institute of Direct Marketing. He also provides retained board level advice to businesses creating innovative marketing and sales services for industry, these are often technology based and provide solutions deployed by large scale B2B organisations. Areas of operation include market research, customer experience management, partner management etc - in particular helping business boards to understand how the B2B customer views their core purpose and the transition efforts required to deliver the required customer experience and business results. Bryan is also a Non-Executive board Director at a major UK government department, an Audit Committee member and Chair of Client Standards (for operations accuracy, complaints and appeals). In addition he has been appointed as external adviser to the CEO and programme board of a 3 year GBP250m Operational Improvement Programme (OIP) project, which includes substantial staff and process change, also web, contact centre and IT systems improvements. Bryan was previously an IBM worldwide banking board member (board turnover in excess of $45bn pa) and executive working with very large and complex B2B transformation projects especially in US, European, Chinese and Asean companies, where unique and complex sales, service and retention challenges have arisen. Bryan has co-authored six Kogan Page business books with Professor Merlin Stone and others and is recognised globally for his cross-industry work on key account management, customer insight, customer experience management, marketing and sales technologies and board effectiveness. He continues to write regularly for online publications. Bryan's post MBA (City University, London) qualifications include Fellow of the Chartered Institute of Marketing (FCIM), Diploma in Marketing (DipM), Member of the Institute of Direct Marketing (MIDM), Fellow of the British Computer Society (FBCS), Chartered Engineer (C Eng) and Chartered Information & Technology Professional (CITP). In addition Bryan holds the Certified Diploma in Accounting and Finance (CDipAF), is a Freeman of the City of London and Liveryman of the Worshipful Company of Marketors and is studying for the Diploma in Company Direction and as a Chartered Director. Bryan can be contacted at bryanfoss@gmail.com or on 07802 214361, his business website is www.fossinitiatives.com