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Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming morerelevant, effective, and successful within the new marketplace.Written by a team of marketing experts serving Fortune 500 brands,this book outlines the massive paradigm shift currently takingplace within the industry, and provides the insight and perspectivemarketers need to stay on board. Readers will find guidance towardreaching a customer base that sees marketers as an unnecessaryannoyance, and strategies for engaging those customers at touchpoints throughout the customer lifecycle. The book's scopeencompasses both digital and real-life avenues, discussing the newways of thinking and the new tools and processes that allowmarketers to function in the new era where digital customerexperiences are increasingly important. Marketing is undergoing a revolution to rival the impact ofGutenberg's printing press. Customers are in control, with morechoice and more access than ever before, and they refuse to be"sold to" or "managed." Many marketing professionals are flailingfor a new strategy while the winners are clearly jumping ahead– Connect takes readers inside the winners' world tolearn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers toremain relevant Craft a personal, relevant, and accessible customer journeythat engages the connected customer Keep in touch throughout the customer's life cycle, both onlineand offline Link digital goals and metrics to business objectives for amore relevant strategy Smart marketers have moved to a higher level that achievesbusiness objectives while increasing relevance to the customer.Connect provides readers a roadmap to this new approach, andthe tools that make it work.
Interaction Design explores common pitfalls, effective workflows and innovative development techniques in contemporary interaction design by tracking projects from initial idea to the critical and commercial reception of the finished project. The book is divided into six chapters, each focusing on different aspects of the interaction design industry. Exploring design projects from around the world, the authors include examples of the processes and creative decisions behind: – Apps, games and websites – Responsive branding – Complex, large-scale services – Interactive museum installations – Targeted promotions – Digital products which influence real-world situations Each case study includes behind-the-scenes development design work, interviews with key creatives and workshop projects to help you start implementing the techniques and working practices discussed in your own interaction design projects. From immersive tourist experiences, to apps which make day-to-day life easier, the detailed coverage of the design process shows how strategists, creatives and technologists are working with interactive technologies to create the engaging projects of the future.
Boost profits, margins, and customer loyalty with more effective CRM strategy Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you'll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize the relationship on both sides of the table. This new third edition includes updated examples, case studies, and references, alongside insightful contributions from global industry leaders to give you a well-rounded, broadly-applicable knowledge base and a more effective CRM strategy. Ancillary materials include a sample syllabus, PowerPoints, chapter questions, and a test bank, facilitating use in any classroom or training session. The increased reliance on customer relationship management has revealed a strong need for knowledgeable practitioners who can deploy effective initiatives. This book provides a robust foundation in CRM principles and practices, to help any business achieve higher customer satisfaction. Understand the fundamental principles of the customer relationship Implement the IDIC model to improve CRM ROI Identify essential metrics for CRM evaluation and optimization Increase customer loyalty to drive profits and boost margins Sustainable success comes from the customer. If your company is to meet performance and profitability goals, effective customer relationship management is the biggest weapon in your arsenal—but it must be used appropriately. Managing Customer Experience and Relationships, Third Edition provides the information, practical framework, and expert insight you need to implement winning CRM strategy.
InMarketing Research,the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets—created by the authors—specifically related to examples and tutorials from the chapters on data analysis. Case in Pointsections appear after the introduction of each major topic to reinforce key information with detailed examples. Research in Useboxes provide a variety of interesting real-world examples—often featuring offbeat or unique scenarios—that in some instances have been researched firsthand by the authors. Chapter 5,Using Geographic Information Systems for Marketing Research,devotes special attention to an important tool used in contemporary marketing research.
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.

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