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.
Book Details:
- Author: John McKean
- ISBN: 9780470662298
- Year Published: 2009
- Pages: 264
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
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.
The topic of customer management has existed for decades but no one book or resource exists dedicated to addressing the customer opportunities and risks directly associated with economies transitioning in and out of prosperity and the unique opportunities and challenges associated with those transitions. In contrast almost all business books make the assumption that a healthy economy exists. Businesses have their greatest customer and market opportunities as economies transition in and out of prosperity as well as having their highest risk of revenue and margin erosion. Historically, 65% of a businesss existence is in economic conditions and transitions other than prosperity. Despite this, businesses are the least prepared and are predominately reactionary in how they manage customers and their markets through these periods of economic transition.
CONTEMPORARY THINKING: A unique and timely contribution to marketing literature, this book combines customer management relative to economic cycles and transitions, outlining the opportunities and risks that are directly associated with economies transitioning in and out of prosperity. EXTENSIVE INTERNATIONAL CASE MATERIAL: eg: Bank of America, Disney, WH Smith, Barclays Bank, United Airlines, JetBlue Airlines, Hyundai, C&N Hong Kong, Cisco, CIBC – Canadian Imperial Bank of Commerce, Shoretel, Abercrombie & Fitch, Saks Fifth Avenue retailer. BROAD AND GLOBAL SCOPE: The book will appeal to readers in the US, Canada, UK, Europe, Asia Pacific), and across a broad industry mix (e.g. Financial Services, Retail, Travel, Consumer goods, Telecommunication, Real Estate), Small Business to Fortune 100, B2C (Business to Consumer) and B2B (Business-to-Business),
About the Author
John McKean is the Executive Director of the Center for Information Based Competition, which provides thought-leadership to help businesses advance to a mastery level of customer information and interactions ranging from human-to-human to social network/mobile conversations – both as rational consumers and high-order intuitive people. He is frequently called on by the worlds leading businesses to inspire new levels of customer awareness and effectiveness through fact-based insights and a passion for customer excellence. John McKeans real world customer work is balanced with the academic rigors of guest lecturing at MIT Sloan Graduate School and postgraduate work at Harvard University.