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McKean, John

Managing Customers Through Economic Cycles

McKean, John - Managing Customers Through Economic Cycles, ebook

30,50€

Ebook, ePUB with Adobe DRM
ISBN: 9780470662380
DRM Restrictions

Printing79 pages with an additional page accrued every 10 hours, capped at 79 pages
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This book addresses the practical knowledge, skills, and underlying disciplines that any business needs to proactively address the unique opportunities, challenges, and risks created by competitive market dynamics driven from changing customer needs and buying behaviours through prosperity, recession, recovery, and the return to prosperity. 

The book presents the historic changes in customer behaviour in economic transitions with real world anecdotes of successes and failures of businesses responding to those changes.  The examples are underpinned by a straightforward explanation of the “crunchy” science and disciplines explaining the “why”.

The book will cover the following topics:


  • Customer loyalty, satisfaction, retention, acquisition, consumer behavioural science;

  • Employee dynamics under stress;

  • Importance of the right information and data;

  • Building and Transforming relevant Value Propositions;

  • Building quantifiable business cases;

  • marketing transformation (e.g. balancing brand protection with pricing decisions, traditional marketing/CRM, social network marketing/social CRM;

  • business transformation (e.g. Organic Innovation, Mergers and Acquisitions)      

  • customer acquisition and retention techniques optimized for non-prosperity economic environments,

  • the art and science of building quantifiable business cases for B2B business,

  • balancing brand protection with pricing decisions,

  • Marketing opportunity and economics for leveraging social media/social networks under tight budget constraints.

This very practical book will be a welcome addition to marketers struggling to know how to react to the current economic turbulence.  It will arm them with the tools to push through the challenges facing them, and prepare them to be proactive rather than reactive to external market forces.

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2009
Language
en
Edition
1
Page amount
264 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9780470662380
Printed ISBN
9780470686201

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