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.