ISBN:
9781788113601
Sprache:
Englisch
Seiten:
1 Online-Ressource (XVI, 349 Seiten)
,
Illustrationen
Serie:
Research handbooks in business and management
Serie:
Edward Elgar E-Book Archive
Paralleltitel:
Erscheint auch als Handbook on customer centricity
Schlagwort(e):
Kundenbindung
;
Beziehungsmarketing
;
Marketing
;
Customer relations
;
Electronic books
;
Handbuch
;
Aufsatzsammlung
;
Kundenorientierung
;
Organisationsstruktur
;
Reorganisation
;
Kundenbindung
;
Beziehungsmarketing
;
Kundenmanagement
Kurzfassung:
Contents: 1. Introduction to the Handbook on Customer Centricity -- Robert w. Palmatier, Christine Moorman, and Ju-Yeon Lee -- Part I: Organizational design perspectives on customer centricity -- 2. Customer centricity: A multi-year journey / Ajay K. Kohli, Bernie J. Jaworski, and Nabil Shabshab -- 3. Market-oriented culture and customer feedback processes / Neil A. Morgan, Bruce H. Clark, and Douglas W. Vorhies -- 4. Service innovation from the frontlines in customer-centric organizations / Ozlem Ozkok, Jagdip Singh, Kwanghui Lim and Simon J. Bell -- 5. Designing customer-centric organization structures: Toward the fluid marketing organization / Ju-Yeon Lee and George S. Day -- 6. Customer-centric sales organizations / Park Thaichon and Scott Weaven -- Part II: Relational perspectives on customer centricity -- 7. Customer-centric marketing: What, how, and why do customer habits matter? / Denish Shah and Ayan Ghosh Dastidar -- 8. Designing and effectively managing customer-centric loyalty programs / J. Andrew Petersen, Rajkumar Venkatesan and Farnoosh Khodakarami -- 9. Building customer-centric marketing channel relationships: A model of reseller motivation and control / David I. Gilliland and Stephen K. Kim -- 10. Customer centricity and customer co-creation in services: The double-edged effects / Chi Kin (Bennett) Yim, Kimmy Wa Chan, Caleb H. Tse, and Fine F. Leung -- Part III: Branding and technology perspectives on customer centricity -- 11. Infusing brands and branding into customer centricity / Kevin Lane Keller -- 12. Customer centricity and the impact of technology / P.K. Kannan and Xian Gu -- 13. Enhancing customer centricity via 3D printing / Aric Rindfleisch and Subin Im -- Index.
Kurzfassung:
"Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm's internal architecture, strategy, capabilities, and offerings with external customers. This philosophy means that to be truly customer-centric, firms need to make multilevel transformations in internal architecture and organizational design, including leadership, metrics, incentives, structure, processes, and systems. These reorganizations are often accompanied by reshaped relational strategies, such as customer loyalty programs and marketing channel strategies that make customer centricity a reality. These changes also need to be backed by reconfigurations of brand and technological capabilities, as manifested in healthy customer-centric brands and in technology systems and skills that enable customer centricity at scale. The contributors to this book provide current thinking and cutting-edge research to further scholars' understanding of this key concept in marketing. Academics teaching or researching customer centricity, consultants implementing customer centricity and managers directly implementing customer centricity in their organizations will come to rely on the Handbook of Customer Centricity. Marketing associations, industry associations and local and university libraries will find the insights within offer critical reflection on the key features of customer centricity and the detailed roadmap to achieve it"--
DOI:
10.4337/9781788113601
URL:
Volltext
(Deutschlandweit zugänglich)
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