05721cam a2200445 i 4500 112722 112722 18473819 BJBSDDR 20230411090120.0 150202s2015 njua 001 0 eng 2015002783 9781119092896 (hardback) DLC eng DLC rda DLC pcc HF 5415.55 C972c 2015 658.8/12 23 BUS043000 BUS016000 BUS018000 bisacsh Cundari, Aldo. 5317 Customer-centric marketing : build relationships, create advocates and influence your customers / Aldo Cundari. Hoboken, New Jersey : Wiley, [2015] xv, 154 pages : illustrations ; 24 cm text rdacontent unmediated rdamedia volume rdacarrier Includes index. Cover; Title Page; Copyright; Dedication; Prelude; Introduction: The Shoemaker's Story; Solutions Come Through Understanding; The Road From Ground Zero; The Age of the Customer; Chapter One: The Age of The Customer; The External Challenges You Will Face; The Internal Challenges You Will Face; The Multiplier Effect; Ignore the Voice of Doom; It's Only a Voice; Breaking Down the Traditional Mind-Set; No Better Time to Get Started than Now; The Customer-Centric Checklist; Building A Customer-Centric Organization; Chapter Two: Carpe Diem; Customers are not Connecting the Way They Used To. Customers Don't Believe What Brands Say AnymoreRebuilding Confidence in Your Brand; The Rise of the Brand Advocate; How Else have Customers been Transformed?; The Rise of the Millennial; Millennials aren't Alone; Behavior Across all Ages is being Transformed; The Rise of the Brand Advocate; Priming the Advocate Pump; BMW 1M Case Study; Chapter Three: Customer Relationships have Changed; Model 1. The Customer Decision Journey; Model 2. From Decision Points to Moments of Truth; Model 3. Zero Moment of Truth; The New Model: Customer Purchase Journey; The Advocate and Influencer Loop. Customer Purchase JourneyA New Customer ROI; Definition of Return on Involvement; The Return on Involvement Formula; Chapter Four: From Funnel to the Journey; Does A Brand Add Value?; If A Brand has Value, What are its Values?; They're Just Not That Into You; So What's A Brand Supposed to Do?; So, What's Next?; Telus Talks Business Case Study; Chapter Five: Brands will Never be the Same; Where Does Customer Experience Start?; Center Strategies on Customer Perspectives; Not Strategy as Usual; Making Transformation Happen; Breaking New Ground; Customer Centricity. Marketing Management-Process and ImplementationMarketing Science-Measure and Learn; Chapter Six: Customer Experience Strategy; Why Do Customers Share Content?; Organizational Mind-Set; Sliced and Diced Distribution; Making the Case for Dempster's; Star in Your Own Sexy Romance Novel-The Launch of Zero Bread; Listening is as Important as Storytelling: Real-Time Marketing (RTM); CIBC FIFA World Cup Canadian Sponsorship; Content Development; Fan Standings; Super Fans Contest; Results; Where do You Start?; Planning; Align Decision Makers Before You Start. Getting the Content Strategy Right Up FrontThe Short Story Behind Storytelling-Creative Considerations; Getting the Story out There; The Art of Creating Valuable Content; Chapter Seven: Building Relationships with the Advocate/Sharecaster; Insights are the Bedrock of Innovative Thinking; Organizing for Innovation; What We've Done; The Toronto Sickkids Hospital Pain Squad App; Chapter Eight: Innovation in Demanding Times; Change or Die; From the Client Point of View; Moving Forward the Cundari Way; With These Lessons, We Made the Following Changes; Analytics that Generate ROI. "Customer-Centric Marketing examines the complex forces influencing the rise of the empowered and demanding customers, and outlines how marketers can use these forces to connect with them. It breaks down how the new purchasing journey has created a whole new set of customer touchpoints with unique needs, and identifies key activity areas such as customer experience, innovation as part of organizational culture, content development, social media, and operating strategy. The book's actionable framework is a plan to show how marketers can pull all the seemingly independent elements together into customer centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment. Insights include: How to define the new customer-purchasing journey and how to build an organization to benefit from it How to identify the new consumer and how to influence them Strategic rules that CMOs can use to model their organizations and position themselves to win in this new environment How to engage, nurture and utilize the new brand "Advocates" to spread your message "-- Provided by publisher. Relationship marketing. Customer relations. Marketing Management. BUSINESS & ECONOMICS / Marketing / General. bisacsh BUSINESS & ECONOMICS / Consumer Behavior. bisacsh BUSINESS & ECONOMICS / Customer Relations. bisacsh Mercadeo relacional 5400 Relaciones con los clientes 3139 Administración de mercadeo 799 Online version: Cundari, Aldo. Customer-centric marketing Hoboken, New Jersey : Wiley, 2015 9781119102618 (DLC) 2015004592 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 0 0 lcc 0 0 CS BJB BJB CS 2019-06-05 0 HF 5415.55 C972c 2015 00000132595 2019-06-05 00:00:00 1 2023-04-11 BK