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Customer-Centric Marketing

Supporting Sustainability in the Digital Age

Neil Richardson, Neil Kelley, Jon James

Buch (gebundene Ausgabe, Englisch)
Buch (gebundene Ausgabe, Englisch)
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  • Customer-Centric Marketing

    Kogan Page

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    Kogan Page


Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness. Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.

Neil Richardson is a Senior Marketing Lecturer at Leeds Beckett University and a Chartered Institute of Marketing Course Leader. He has over 20 years of experience in sales management, marketing and customer service in the B2B sector. Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Beckett University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles. Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.


Einband gebundene Ausgabe
Seitenzahl 256
Erscheinungsdatum 11.04.2016
Sprache Englisch
ISBN 978-0-7494-7901-5
Verlag Kogan Page
Maße (L/B/H) 24/16.1/1.8 cm
Gewicht 564 g


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  • Preface

    Part One Changing landscapes

    01 Developments in society
    The rise of conflicting stakeholder interests
    Corporate social responsibility
    The business of business is business...?
    The sustainability continuum
    Sustainable marketing
    Summary and activities

    02 Why do companies fail?
    Corporate governance
    Changing environments
    Size and complexity
    Which way are you looking and are you listening?
    What are you saying and is it worth hearing?
    Co-creation of value
    Summary and activities

    03 Orientations
    The role of markets
    Summary and activities

    04 Marketing and sustainability: Separating facts from fiction
    What is marketing to you?
    Summary and activities

    Part Two Knowing your own company

    05 Digital marketing and research
    The research process
    Digital marketing research
    Big data
    Little treasures
    Search, site and social
    Research on the go
    Summary and activities

    06 Systems and customer-centricity
    What is marketing's role in supporting the market orientation of the organization?
    Summary and activity

    Part Three Building relationships

    07 How stakeholders make buying decisions
    The consumer market (B2C)
    Social factors: culture, reference groups, social class
    Organizational buying behaviour: the business-to-business (B2B) market
    The decision-making unit
    Summary and activities

    08 Users and/or customers?
    An identity crisis?
    Identity: lies, damn lies and Facebook
    The dark(er) side of social networks
    Multi-tasking and dual-screening
    How to respond
    Summary and activity

    09 The sustainable customer
    A historical perspective
    The Five Planets Theory
    Value, values and meaning
    So, what is a sustainable consumer?

    10 Acquiring, retaining and satisfying customers
    Relationship marketing
    (Customer) loyalty
    Measuring and monitoring
    Online loyalty

    11 Communities and networks
    Online communities
    The power of the online community
    Building online relationships
    Create your own
    Internal communities and networks
    Trust within networks
    Summary and activities

    Part Four Marketing planning

    12 Goal setting: Mission (or vision) statement, corporate objectives and gap analysis
    Influences on mission statements
    Corporate objectives
    Internal marketing
    Summary and activities

    13 Situation review: The internal (micro) and external (macro) environments
    Marketing audits
    The macro environment
    Issues relating to monitoring the macro environment
    Micro environment
    Summary and activities

    14 Marketing objectives, strategy formulation and tactical implementation
    Creating a plan
    TOWS analysis
    Summary and activities

    15 Resource allocation: Monitoring, evaluation and control
    Using benchmarking to measure change
    Practical steps towards sustainable marketing
    Summary and activities

    16 Barriers to adopting sustainable marketing planning: And how to overcome them
    Planning in a crisis
    Using digital marketing to overcome barriers to adopting sustainability
    Codes of conduct
    Standards and guides
    And finally...
    Summary and activities

    Part Five The marketing mix

    17 Communications

    Theories of communication
    Digital campaigns
    Digital platforms
    Digital media
    Summary and activities

    18 Convenience for customers
    Marketing channels
    Direct distribution
    Multi-level channels
    Intermediaries as partners
    Market coverage
    Distribution logistics

    19 Customer benefits
    Anatomy of a product
    Classification of products
    The product life cycle (PLC)
    Extending the life of the product
    The product adoption process
    Developing new products - why? How?
    Different types of new products
    The new product development process
    The risks involved in NPD
    Summary and activities

    20 Cost or sacrifice
    Different pricing techniques
    Summary and activities

    21 Services and sustainability
    Characteristics of services
    The extended marketing mix for services
    Challenges facing service providers
    Summary and activities

    Part Six What does the future hold?

    22 What does the future hold?
    Predicting the future
    Digital storytelling: content and journalism
    Mobile and wearable
    Digital Out of Home
    Social commerce
    Internet of things
    3D printing
    Virtual reality
    Generation Z
    Summary and activities

    References and further reading