Sales & Marketing Books
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
The primary goal for this Eighth Edition, as reflected in the change in the title—from Marketing Channels to Marketing Channel Strategy—has been to create a comprehensive, research-based, action-oriented guide for practicing managers and managers-in-training with an interest in how to adopt and apply real-world channel strategies. This edition of the book is structured to provide background knowledge and process steps for understanding, designing, and implementing high performing channel strategies.
Marketing strategy is the pursuit of solutions to four fundamental marketing problems: 1) all customers differ, 2) all customers change, 3) all competitors react, and 4) all resources are limited. Structured around these four First Principles of Marketing Strategy, this important new book offers a unique and extensively classroom-tested approach to marketing strategy. It gives you a structured framework to develop effective strategies to deal with diverse marketing problems while integrating state-of-the-art data analytic techniques into all aspects of the strategic planning process to allow managers to make more effective data-based decisions.
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world―including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age―strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships. This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today’s data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors’ own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies. Specifically, the book, 1) Describes the consumer psychology of privacy, 2) Deconstructs relevant legal and regulatory issues, 3) Offers defensive privacy strategies, 4) Describes offensive privacy strategies, and 5) Provides an executive summary with the Six Tenets for Effective Privacy Marketing. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.