Language:
English
Pages:
xvi, 234 p.
,
ill. ;
,
24 cm
DDC:
658.812
Keywords:
Corporations ; Public relations
;
Customer relations
;
Electronic books ; local
Abstract:
"Establishing a reputation for customer trust, transparency, and advice will be the new differentiator. Congratulations to Glen Urban for moving 'best marketing practice' up a notch." -Philip Kotler, author of several books on marketing, including Kotler on Marketing, Marketing From A to Z, Lateral Marketing, Ten Deadly Marketing Sins, Social Marketing, and the best-selling and authoritative textbook, Marketing Management, now in its 12th edition. Traditional "push/pull" marketing no longer works. Even highly-touted customer relationship initiatives are failing. Smart companies are pioneering an entirely new route to higher margins and sustainable competitive advantage: customer advocacy. This book reveals how it works, why it works, and how to make it work for your company. In today's environment, you must build unprecedented trust among customers who have more information, options, and sophistication than ever. You must transcend "relationship marketing" to focus on maximizing customer interests and deepening customer partnerships. It's not easy. But if you do it, you gain immense opportunities your competitors simply can't touch. Glen Urban offers a complete blueprint for getting there. You'll learn how to improve on all eight elements of customer advocacy, from transparency to partnership. Urban answers frequently asked questions about advocacy strategies, helping you identify and overcome your most significant obstacles. Then, drawing on new case studies, he shows how to align culture, metrics, incentives, and organization, driving effective advocacy throughout your entire organization. Power shift: Why your customers now drive your relationship ...and why they no longer respond to conventional marketing Do your customers trust you now? Assessing your company on eight dimensions of trust Your customers are smarter than you think ...and they'll appreciate being treated that way Tools and plans for moving to customer advocacy Changing culture, people, metrics, incentives, and organization Straight answers on the pitfalls to avoid, and how to get results In today's environment, you must build unprecedented Beyond "relationship marketing": The new route to success with today's empowered customer Don't fight your customers: earn their trust! Craft customer advocacy strategies that work Reduce customer acquisition costs, increase margins, accelerate growth Deepen customer trust, one step at a time Learn from the experiences of today's customer ...
Note:
Includes bibliographical references and index
