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Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices.
Organizations that want to deliver required outcomes can do so by shifting gears from traditional 'command and control tactics', to a more collaborative way of working with customer interactions, ensuring relevant skills and capabilities are made available. By investing in technology, organizations that support the customer experience can provide accurate forecasting, customer in sight, and the skills and capabilities regardless of their location and time zone. Processes that span the back office to the front office should provide real time insight into the interpersonal experience journeys and enable co-creation of goods and services.
The continuous growth and expansion of the travel sector has brought about a greater need to understand and improve its various promotional tactics. Effectively employing these methods will benefit all manner of travel destinations and attract a larger number of tourists to these locations. Emerging Innovative Marketing Strategies in the Tourism Industry is an authoritative title comprised of the latest scholarly research on effective promotional tools and practices within the tourism sector. Featuring expansive coverage on a variety of topics from the use of information technology and digital tools to tourist motivation and economic considerations, this publication is an essential reference source for students, researchers, and practitioners seeking research on the latest applications, models, and approaches for promotion in the travel industry. This publication features valuable, research-based chapters across a broad range of relevant topics including, but not limited to, consumer search behavior, customer relationship management, smart technologies, experiential tourist products, leisure services, national brand images, and employment generation.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Technological advancements are often regarded as positive, as they are usually expected to make life and business easier. While this can often be the case, it is not always true, and much of the improvement in the realm of technology comes from analysis of new technologies for effectiveness. Technology Management in Organizational and Societal Contexts is a critical scholarly publication that explores the relationship between businesses and institutions and technology and analyzes the outcomes in order to promote improvement. Featuring coverage on a wide range of topics, such as e-services, multimedia in education, and issues of emerging technologies, this publication is geared towards academicians, researchers, and students seeking relevant and current research on the interactions between organizations and technology.
Familiarize yourself with different effective strategies in Digital MarketingÊ Ê KEY FEATURESÊ ¥ Understand the basics terminologies in Digital Marketing ¥ Understand the impact of Search Engine Optimization (SEO) on online business ¥ Identify important elements of E-mail marketing and its applicability in the digital world ¥ Get familiar with Mobile marketing and Web analytics tools ¥ Understand different Traditional Marketing and Digital Marketing techniques DESCRIPTIONÊ The book starts with the basic concepts of Marketing, benefits & opportunity of Digital Marketing and its usage in various domains of business. You will learn how to work with SEO, E-mail Marketing and Digital Display Advertising. The book will then cover the key metrics of SMM & Mobile marketing and Web analytics.Ê This book not only focusses on Digital Marketing but also covers many real-world examples based on the latest Marketing strategies or techniques in Digital Marketing. Ê WHAT YOU WILL LEARN ¥ Get familiar with B2B SEO and B2C SEO strategies in Digital MarketingÊ ¥ Understand the importance of gathering offline and online data in Email marketing ¥ Learn how to create and test landing pages ¥ Generate traffic and behavior report of marketers and targeted users ¥ Get familiar with the Web analytics tools and process. WHO THIS BOOK IS FOR This book is for anyone interested in Digital Marketing. Professionals who are working in the Digital Marketing domain can use this book as a reference. Ê TABLE OF CONTENTSÊÊ 1. Introduction to Digital Marketing 2. Search Engine Optimization (SEO): The core of Digital Marketing 3. E-mail Marketing and Digital Display Advertising 4. Social Media Marketing 5. Mobile Marketing and Web Analytics
Customer Experience Management in Modern Marketing is a dynamic approach to the co-creation of value through the relationship. The book, chapter by chapter provides information, examples of how to develop and create a lasting experience for your customers
Today, a hurricane is forming, and businesses are headed straight into it. This hurricane is arising from the convergence of several enormous trends in information technology, including cloud, mobility, Software as a Service, and Big Data. In Inflection Point, Scott Stawski shows how to harness these fierce winds of change, put them at your back, and sail towards greater competitiveness and customer value. Stawski explains the strategic implications of today’s new technology paradigms, helping you reshape strategy to embrace and profit from them. You’ll discover how technology and other factors are driving a radical new round of disintermediation, reintermediation, and disruption–and what that means to you and your company. Stawski shows how to go beyond inadequate incremental improvements, dramatically reducing IT spend and virtually eliminating IT capital expenditures. One meaningful step at a time, you’ll learn how to transform Operational IT into both a utility and a true business enabler, bringing new speed, flexibility, and focus to what really matters: your true core competencies. BUILD A CONTINUAL TRANSFORMATION ENVIRONMENT THAT’S READY FOR ANYTHING Focus on high-value core competencies, not fixed assets or unchanging processes CONSUME IT THE WAY YOU CONSUME ELECTRICITY Stop running data centers, buying software, and managing applications–forever! LEVERAGE THE CLOUD’S SIMPLICITY WITHOUT LOSING CONTROL OR SECURITY Use standards and governance to maximize cloud benefits with minimal risk HARNESS THE PRECIOUS ASSET YOU MUST ALWAYS KEEP CLOSE: DATA Build data-centric operations to deliver the right knowledge, right now, wherever it’s needed
Finally, an operations management book to get excited about. Operations Management: A Supply Chain Process Approach exposes students to the exciting and ever-changing world of operations management through dynamic writing, application, and cutting-edge examples that will keep students interested and instructors inspired! Author Dr. Joel Wisner understands that today’s students will be entering a highly competitive global marketplace where two things are crucial: a solid knowledge of operations management and an understanding of the importance for organizations to integrate their operations and supply chain processes. With this in mind, Wisner not only provides a clear and comprehensive introduction to operations management, but also gives attention to the important processes involved in linking firms’ operations in a supply chain environment.
Most people don’t know it yet, but branding is dead. Of course, we need to know about the things we want to buy, but the billions of pounds spent on logos, sponsorships, and jingles have little – if anything – to do with consumer behaviour. For example: -Dinosaur-headed execs in Microsoft ads didn't help sell software. -Citibank's artsy "live richly" billboards didn't prompt a single new account. -United Airlines' animated TV commercials didn't fill more seats on airplanes. In Branding Only Works on Cattle, branding guru Jonathan Salem Baskin reveals that modern consumers are harder to find, more difficult to convince, and even harder to retain. They make decisions based on experience – so what matters isn’t how creative, cool, or memorable the advertising is, but how companies can affect consumer behaviour. Marketing communications, distribution strategies, and customer service are all contributing to the new branding. This book will be the essential guide to understanding and thriving on this new branding dynamic.