| customer value driven marketing strategy: Superior Customer Value Art Weinstein, 2018-12-07 Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences. |
| customer value driven marketing strategy: Creating Customer Value Through Strategic Marketing Planning Edwin J. Nijssen, Ruud T. Frambach, 2013-11-11 Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place. Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools. The structure of the book guides the reader through the process of writing a strategic marketing plan. Suggestions for using the tools help to apply them successfully. This book helps students of marketing strategy to understand strategic marketing planning at work and how to use specific tools. Furthermore, it provides managers with a practical framework and guidelines for making the necessary choices to create and sustain competitive advantage for their organizations. |
| customer value driven marketing strategy: Market Driven Strategy George S Day, 2015-01-17 Now in its 21st printing, George S. Day's Market Driven Strategy first defined what it means to be market- driven. Providing a foundation for Day's new companion volume The Market Driven Organization, this seminal work remains a vital resource for a generation of managers struggling to align their organizations to volatile markets. Contending that the rate of change in the market has clearly outstripped the speed at which a conventionally managed company can respond, Day makes a compelling case for first creating superior customer value, without which there can be no share-holder value. He presents a proven market-driven approach to formulating and implementing competitive strategy at the business-unit level -- in the trenches -- based upon materials that have been empirically tested and critiqued in more than 200 internal executive programs and strategic planning sessions at such companies as U.S. West, General Motors, Marriott, Kodak, and General Electric. Day introduces the five critical, interdependent choices that managers must make to create a market-driven strategy. With dozens of examples from companies such as Otis Elevator, GE, H.J. Heinz, Ikea, Nestlé, Acuson, and 3M, he shows how forward-thinking companies select their markets, differentiate their products, choose their communication and distribution channels, decide on the scale and scope of their support activities, and select future areas for growth. Finally, Day persuasively documents the commitment to thinking and planning processes at these winning companies that harnesses the power of bottom-up understanding of customers and competitive realities with top-down vision and leadership. |
| customer value driven marketing strategy: Data-Driven Marketing Mark Jeffery, 2010-02-08 NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. |
| customer value driven marketing strategy: Strategic Marketing Frank Bradley, 2003-06-02 Provides a short and concise look at the field. * Presents information that will have an international appeal. |
| customer value driven marketing strategy: Marketing Rosalind Masterson, David Pickton, 2014-03-25 *Winners - British Book Design Awards 2014 in the category Best Use of Cross Media* Get access to an interactive eBook* when you buy the paperback (Print paperback version only, ISBN 9781446296424) Watch the video walkthrough to find out how your students can make the best use of the interactive resources that come with the new edition! With each print copy of the new 3rd edition, students receive 12 months FREE access to the interactive eBook* giving them the flexibility to learn how, when and where they want. An individualized code on the inside back cover of each book gives access to an online version of the text on Vitalsource Bookshelf® and allows students to access the book from their computer, tablet, or mobile phone and make notes and highlights which will automatically sync wherever they go. Green coffee cups in the margins link students directly to a wealth of online resources. Click on the links below to see or hear an example: Watch videos to get a better understanding of key concepts and provoke in-class discussion Visit websites and templates to help guide students’ study A dedicated Pinterest page with wealth of topical real world examples of marketing that students can relate to the study A Podcast series where recent graduates and marketing professionals talk about the day-to-day of marketing and specific marketing concepts For those students always on the go, Marketing an Introduction 3rd edition is also supported by MobileStudy – a responsive revision tool which can be accessed on smartphones or tablets allowing students to revise anytime and anywhere that suits their schedule. New to the 3rd edition: Covers topics such as digital marketing, global marketing and marketing ethics Places emphasis on employability and marketing in the workplace to help students prepare themselves for life after university Fun activities for students to try with classmates or during private study to help consolidate what they have learnt (*interactivity only available through Vitalsource eBook) |
| customer value driven marketing strategy: Superior Customer Value Art Weinstein, 2012-02-24 A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered to customers — this, in turn, results in enhanced market performance. Unfortunately, caught up in the daily economic and competitive pressures of running complex and fast-changing businesses, managers may lose sight of customers’ desires. And, consequently, customer experiences often fall far short of expectations. Written by an expert with more than fifteen years of experience, Superior Customer Value: Strategies for Winning and Retaining Customers, Third Edition benchmarks the best companies and shows you what it truly means to create world-class value for customers. The book is a state-of-the-art guide to designing, implementing, and evaluating a customer value strategy in service, technology, and information-based organizations. It explores key marketing planning issues that emphasize relationship management strategies to keep customers happy. See What’s New in the Third Edition: New topics include: Business models Co-creation of value Corporate entrepreneurship Customer experience management Customer value metrics Net promoter score Image Innovation Social media Expanded coverage of: Customer relationship management E-business opportunities Written as an academic textbook for use in MBA programs, the book is highly readable, practical, and action-oriented, giving managers at all levels of experience guidance on how to improve marketing operations and create customer-centric organizations. It explains valuable tools such as customer value funnel, customer value assessment, service-quality-image-price (SQIP) analysis, and CRM models. Each chapter has a customer value insight checklist, action items, and informative figures and tables. This revised edition addresses current trends in value-adding business practice, from understanding how to drive a market and find new ventures to the rise in customer importance of the online arena and new models and metrics for customer loyalty and retention. Great companies amaze and delight customers — Superior Customer Value offers a strategic blueprint to learn from the market leaders and apply those lessons to your organization. Art Weinstein discusses the book in several videos on the CRC Press YouTube Channel. |
| customer value driven marketing strategy: Strategy from the Outside In (PB) George S. Day, Christine Moorman, 2010-07-23 Make customer value a C-Suite priority for lasting profits and growth While the Great Recession ravaged the balance sheets of long-standing leaders in their respective industries, many companies have actually gained market share, grown revenuesand profits, and created more value for customers. These are not flash-in-the-pan companies—world-beatersone year and stragglers the next. They are companies like Johnson& Johnson, Procter & Gamble, Fidelity, Cisco, Philips, Walmart, and Amazon. The success of these organizations isn’t the result of a brilliant strategy for bad times; it’sthe outcome of a highly effective long-term strategy that manages thecompany from the outside in. In Strategy from the Outside In, George S. Day and Christine Moormanexplain that the key to such lasting and highly profitable successis the ability to compete on and profit from customer value. It meansoperating from the outside in. It means always building strategy onmarket insight, and ensuring that every part of the company puts customervalue first. Applying years of research, Day andMoorman illustrate that an outside-in view requires constant vigilance and focus on four customer value imperatives: Be a customer value leader Innovate new value for customers Capitalize on the customer as an asset Capitalize on the brand as an asset Day and Moorman take you from theory to practice, with an emphasison real world stories, practical models, and useable metrics sothat you can profit from customer value. From the outside in. |
| customer value driven marketing strategy: The Market Driven Organization George S. Day, 2012-12-11 'Market Driven Strategy' is a buzzword that many business people use without fully grasping its meaning. Now George Day, the inventor of the phrase, follows up his groundbreaking book MARKET DRIVEN STRATEGY with practical advice for managers who want to better communicate with their customers, perform miles ahead of their competitors, and continually be responsive to both. Based on nearly a decade of research, teaching, and consulting on the topic, THE MARKET DRIVEN ORGANIZATION shows how to apply Day's essential marketing theories to an entire company. Complete with diagnostic questionnaires and other assessment tools to identify strengths and weaknesses and lead companies through change, THE MARKET DRIVEN ORGANIZATION is an indispensable guide that will provide managers with crucial insights drawn from the most thorough research of the decade. |
| customer value driven marketing strategy: Marketing Metrics in Action Laura Patterson, 2009 Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, Which numbers? Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both sidesthe client side and the consultant sideexplains how you need to begin by identifying the elements of the right culture. First, every company's product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization's circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be and be seen as beingon the same side and n the same page. Finance can't be seen as the enemy, and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company. |
| customer value driven marketing strategy: The Customer Centricity Playbook Peter Fader, Sarah E. Toms, 2018-10-30 A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer. |
| customer value driven marketing strategy: Introduction to Business Lawrence J. Gitman, Carl McDaniel, Amit Shah, Monique Reece, Linda Koffel, Bethann Talsma, James C. Hyatt, 2024-09-16 Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License. |
| customer value driven marketing strategy: Principles of Marketing Gary M. Armstrong, Stewart Adam, Sara Marion Denize, Michael Volkov, Philip Kotler, 2018 An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills. |
| customer value driven marketing strategy: Market-Driven Management Frederick E. Webster, 2002-09-25 This updated edition of Market-Driven Management analyzes the evolution of the marketing concept in theory and in management practice. It makes a statement of the marketing concept as the process of defining, developing, and delivering customer value in the business environment. |
| customer value driven marketing strategy: Customer-Driven Service Marketing in the Airline Market Jeremy Schulze, 2020-07-03 Academic Paper from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, University of Applied Sciences Frankfurt am Main, language: English, abstract: This assignment aims to achieve a number of things. It will define customer value and explain why it is so crucial that companies need to create it and incorporate it into their operations. It will then focus on the airline industry and discuss the evolution of customer value driven services marketing in this industry. Finally, it will address the challenges airlines face in creating and delivering customer value driven marketing strategies. In addition to this it will discuss the methods that airlines use in order to create value for their customers. It is becoming ever more important for organizations to create customer value in order to gain and retain customers. The airline industry is at one of its most competitive stages in its history. It is becoming increasingly challenging for airlines to create customer value in order to retain their current customers and aim to gain new customers. |
| customer value driven marketing strategy: Developing Successful Marketing Strategies Gary W. Randazzo, 2014-05-15 What’s your organization’s marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique approach by using your organization’s mission and vision statements to guide the development of marketing goals, strategies, and tactics. It uses real market examples to demonstrate the development of effective marketing strategies. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. This book neatly weaves the process of developing such a marketing strategy with examples given to clarify the theories and guide the reader through the strategic marketing planning process. If you are a manager, business student, or an executive, this book will help you grow an established business or start a new one with smart management techniques and processes that are critical to executing successful marketing strategies. The examples used are from large and small organizations in which the author was personally involved. |
| customer value driven marketing strategy: Unlocking the Customer Value Chain Thales S. Teixeira, Greg Piechota, 2019-02-19 Based on eight years of research visiting dozens of startups, tech companies and incumbents, Harvard Business School professor Thales Teixeira shows how and why consumer industries are disrupted, and what established companies can do about it—while highlighting the specific strategies potential startups use to gain a competitive edge. There is a pattern to digital disruption in an industry, whether the disruptor is Uber, Airbnb, Dollar Shave Club, Pillpack or one of countless other startups that have stolen large portions of market share from industry leaders, often in a matter of a few years. As Teixeira makes clear, the nature of competition has fundamentally changed. Using innovative new business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMW’s and Sephoras of the world head on, peel away a piece of the consumer purchasing process. Birchbox offered women a new way to sample beauty products from a variety of companies from the convenience of their homes, without having to visit a store. Turo doesn't compete with GM. Instead, it offers people the benefit of driving without having to own a car themselves. Illustrated with vivid, indepth and exclusive accounts of both startups, and reigning incumbents like Best Buy and Comcast, as they struggle to respond, Unlocking the Customer Value Chain is an essential guide to demystifying how digital disruption takes place – and what companies can do to defend themselves. |
| customer value driven marketing strategy: Business Made Simple Donald Miller, 2021-01-19 Is this blue book more valuable than a business degree? Most people enter their professional careers not understanding how to grow a business. At times, this makes them feel lost, or worse, like a fraud pretending to know what they’re doing. It’s hard to be successful without a clear understanding of how business works. These 60 daily readings are crucial for any professional or business owner who wants to take their career to the next level. New York Times and Wall Street Journal bestselling author, Donald Miller knows that business is more than just a good idea made profitable – it’s a system of unspoken rules, rarely taught by MBA schools. If you are attempting to profitably grow your business or career, you need elite business knowledge—knowledge that creates tangible value. Even if you had the time, access, or money to attend a Top 20 business school, you would still be missing the practical knowledge that propels the best and brightest forward. However, there is another way to achieve this insider skill development, which can both drastically improve your career earnings and the satisfaction of achieving your goals. Donald Miller learned how to rise to the top using the principles he shares in this book. He wrote Business Made Simple to teach others what it takes to grow your career and create a company that is healthy and profitable. These short, daily entries and accompanying videos will add enormous value to your business and the organization you work for. In this sixty-day guide, readers will be introduced to the nine areas where truly successful leaders and their businesses excel: Character: What kind of person succeeds in business? Leadership: How do you unite a team around a mission? Personal Productivity: How can you get more done in less time? Messaging: Why aren’t customers paying more attention? Marketing: How do I build a sales funnel? Business Strategy: How does a business really work? Execution: How can we get things done? Sales: How do I close more sales? Management: What does a good manager do? Business Made Simple is the must-have guide for anyone who feels lost or overwhelmed by the modern business climate, even if they attended business school. Learn what the most successful business leaders have known for years through the simple but effective secrets shared in these pages. Take things further: If you want to be worth more as a business professional, read each daily entry and follow along with the free videos that will be sent to you after you buy the book. |
| customer value driven marketing strategy: Big Data Marketing Lisa Arthur, 2013-10-07 Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success. |
| customer value driven marketing strategy: Product-Led Growth Bush Wes, 2019-05 Product-Led Growth is about helping your customers experience the ongoing value your product provides. It is a critical step in successful product design and this book shows you how it's done. - Nir Eyal, Wall Street Journal Bestselling Author of Hooked |
| customer value driven marketing strategy: Customer Centricity Peter Fader, 2012 Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers...and then there is pretty much everybody else. Upending some of our most fundamental beliefs, renowned behavioral data expert Peter Fader, Co-Director of The Wharton Customer Analytics Initiative, helps businesses radically rethink how they relate to customers. He provides insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term. |
| customer value driven marketing strategy: Markets of One James H. Gilmore, B. Joseph Pine, 2000 What does it mean to dell? This newly coined business verb means to mass-customize, making products only in response to actual demand. This allows a product to go direct to a customer, and it's what Dell Computer does instead of forcing mass-produced computers on its customers. And Dell's not alone. As Editors Jim Gilmore and Joe Pine point out in their introduction to Markets of One, mass customization is a trend that has caught on among consumer and business-to-business companies alike - think of Levi's jeans, Aramark's hospital services, Select Comfort mattresses, and Peapod or Streamline grocery delivery, to name a few. Companies customize their offerings to meet the unique needs of individual customers so that nearly everyone can obtain exactly what they want at a reasonable price. It's a paradigm shift away from the one-size-fits-all way managers have thought about markets over the past century- today, every individual customer is a market of one. This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. A Harvard Business Review Book |
| customer value driven marketing strategy: Start with Why Simon Sinek, 2011-12-27 The inspirational bestseller that ignited a movement and asked us to find our WHY Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever. START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY. |
| customer value driven marketing strategy: Strategic Marketing For Health Care Organizations Philip Kotler, Robert J. Stevens, Joel I. Shalowitz, 2021-02-17 A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises. |
| customer value driven marketing strategy: Market-Driven Management Jean-Jacques Lambin, Isabelle Schuiling, 2012-07-19 Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs. |
| customer value driven marketing strategy: Principles of Marketing Philip Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei He, 2019 Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Hongwei He is Professor of Marketing at Alliance Manchester Business School, University of Manchester, and as Associate Editor for Journal of Business Research |
| customer value driven marketing strategy: Drilling Down: Turning Customer Data into Profits with a Spreadsheet Jim Novo, 2004-06-18 I spend a lot of time in marketing-oriented discussion lists. If you do, you probably also sense the incredible frustration of people who keep asking about using their customer data to retain customers and increase profits. Everybody knows they should be doing it, but can't find out how to do it. Consultants and agencies make this process sound like some kind of black magic, something you can't possibly do yourself. I disagree. I think the average business owner can do a perfectly decent job creating profiles and using them to retain customers and drive profits. Thus the book. The examples provided are Internet specific, but the methods can be used in any business where customer data is available. This book is about the down-and-dirty, nitty-gritty art of taking chunks of data generated by your customers and making sense of it, getting it to speak to you, creating insight into what types of marketing or general business actions you can take to make your business more profitable. We'll be talking about action-oriented ideas you can generate on your own to drive sales and profits, ideas that will reveal themselves by analyzing your own customer data, using only a spreadsheet. We have all heard how important it is to collect customer data, to know your customer. What I don't hear much about is what exactly you DO with all that data once you have collected it. How is it used? What exactly is Drilling Down into the data supposed to tell me, and what am I looking for when I get there? For that matter, what data should I be collecting and how will I use it when I have it? And how much is this process going to cost me? The following list outlines what you will learn and be able to do after reading the Drilling Down book: --What data is important to collect about a customer and what data is not --How to create action-oriented customer profiles with an Excel spreadsheet --How to use these profiles to plan marketing promotions --How to use these profiles to define the future value of your customers --How to use these profiles to measure the general health of your business --How to use these profiles to encourage customers to do what you want them to --How to predict when a customer is about to defect and leave you --How to increase your profits while decreasing your marketing costs --How to design high ROI (Return on Investment) marketing promotions How to blow away investors with predictions of the future profitability of your business Table of Contents Chapter 1: What's a Customer Profile? Chapter 2: Data-Driven Marketing - Customer Retention Basics Chapter 3: The Language of Data, The Science of Profit Chapter 4: Interactivity Changes the Rules of the Game Chapter 5: How to Build a Customer Profiling Spreadsheet Chapter 6: How to Profile (Score) Your Customers Chapter 7: Marketing Using Customer Scores - Basic Approach Chapter 8: Using Customer Characteristics and Multiple Scores Chapter 9: Watching Scores over Time - Customer LifeCycles Chapter 10: Customer Scoring Grids - Profiling on Steroids Chapter 11: Calculating and Using LifeTime Value in Promotions Chapter 12: Turning Profiles into Profits - the Staging Area Chapter 13: Turning Profiles into Profits - the Financial Model Chapter 14: Turning Profiles into Profits - Financial Tweaks Chapter 15: Measuring Success in Best Customer Promotions Chapter 16: Some Final Thoughts Seasonal Adjustments to Marketing Promotions Don't Fight Customer Behavior CRM Software and Customer Scoring Data-Driven Marketing Program Descriptions There's more! Automate the basic customer scoring process on large groups of customers. Use the software included free with this edition! Windows OS and MS Access and Excel required to run the software. |
| customer value driven marketing strategy: Data-Driven Marketing Content Lee Wilson, 2019-06-19 This practical content guide empowers businesses to understand, identify and act on big-data opportunities, producing superior business insights for prolific marketing gains. |
| customer value driven marketing strategy: The Art and Science of Marketing How to Stand Out in a Crowded Market Walid Mahroum, 2023-05-19 Welcome to The Art and Science of Marketing, a comprehensive guide to the dynamic and evolving field of marketing. This book explores the latest trends, strategies, and techniques used by businesses to create, deliver, and promote products or services to customers in today's fast-paced, digital landscape. With a focus on both the art and science of marketing, we examine the importance of understanding customer needs and preferences and developing effective strategies to meet those needs. From social media marketing to content creation, advertising to data analytics, we cover all aspects of marketing and provide practical advice and insights for businesses looking to stay ahead of the curve. As marketing continues to evolve and adapt to changes in technology, consumer behavior, and market trends, businesses need to be strategic and focused in their approach. We explore the various channels and platforms available, both traditional and digital, and provide guidance on finding the right balance to reach a wide audience and build a strong brand. Another key aspect of marketing is customer engagement, and we delve into the importance of creating a personalized experience that speaks to the needs and interests of customers. We discuss how building relationships that go beyond a simple transaction can lead to long-term success and brand loyalty. Ultimately, the goal of marketing is to create value for both the customer and the business. Through the insights and practical advice provided in this book, businesses of all sizes can develop effective marketing strategies and build strong brands that achieve long-term success. |
| customer value driven marketing strategy: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| customer value driven marketing strategy: Customer Innovation Marion Debruyne, 2014-05-03 A new set of organizations has discovered a new formula: they combine customer-centricity with innovative power. These organizations have created a completely outside-in approach to the market. Not driven by what they're good at, they start with the market and design their strategy around it, replacing practices of the past with a new set of capabilities which enable them to be ahead of the curve in discovering new market opportunities. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organization, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Customer Innovation presents this unique case for developing the outside-in organization to drive your business success, combining market orientation with innovation to enable actionable positive change in the way your company does business. Winner of the Innovation and Entrepreneurship category of the 2015 CMI Management Book of the Year Awards, Customer Innovation provides every business with the framework it needs to combine customer focus with innovation to achieve success. It is packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more to help you put market awareness at the heart of your business. |
| customer value driven marketing strategy: Profits With Principles Ira A. Jackson, Jane Nelson, 2004 Draws on detailed case studies from more than fifty top companies to demonstrate how engaging in ethical practices can enable businesses to gain a competitive advantage, improve a brand image, secure consumer loyalty, and foster greater employee satisfaction. |
| customer value driven marketing strategy: The Fourth Industrial Revolution Klaus Schwab, 2017-01-03 World-renowned economist Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, explains that we have an opportunity to shape the fourth industrial revolution, which will fundamentally alter how we live and work. Schwab argues that this revolution is different in scale, scope and complexity from any that have come before. Characterized by a range of new technologies that are fusing the physical, digital and biological worlds, the developments are affecting all disciplines, economies, industries and governments, and even challenging ideas about what it means to be human. Artificial intelligence is already all around us, from supercomputers, drones and virtual assistants to 3D printing, DNA sequencing, smart thermostats, wearable sensors and microchips smaller than a grain of sand. But this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development. Imagine “smart factories” in which global systems of manufacturing are coordinated virtually, or implantable mobile phones made of biosynthetic materials. The fourth industrial revolution, says Schwab, is more significant, and its ramifications more profound, than in any prior period of human history. He outlines the key technologies driving this revolution and discusses the major impacts expected on government, business, civil society and individuals. Schwab also offers bold ideas on how to harness these changes and shape a better future—one in which technology empowers people rather than replaces them; progress serves society rather than disrupts it; and in which innovators respect moral and ethical boundaries rather than cross them. We all have the opportunity to contribute to developing new frameworks that advance progress. |
| customer value driven marketing strategy: The Content Formula Liz Bedor, Michael Brenner, 2015-11-26 The Content Formula answers the biggest question currently on marketer's minds: what is the ROI of content marketing?This book provides a step by step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms. |
| customer value driven marketing strategy: Reversing the Slide James B. Shein, 2011-02-10 A just-in-time guide for revamping distressed companies Drawn from the author's decades of experience advising, purchasing, and reviving distressed companies across industries, geographies, and sizes, Reversing the Slide is designed to help executives, managers, and employees revitalize downtrodden companies. It shows how to: select the tactics appropriate for each stage of distress; understand the use of entrepreneurial concepts; avoid pitfalls common to turnarounds; determine the legal, financial, strategic, and operational steps in the process; discover why the principal of ready, fire, aim should guide the decision-making process in situations with time pressure and significant uncertainty; and uncover the secrets of effective leadership and governance. Contains step-by-step instructions for helping troubled organizations bounce back with vigor Often quoted in the Wall Street Journal, the author is an authority on restructuring and downsizing Offers a handbook for implementing a successful corporate turnaround James Shein's Reversing the Slide is full of insightful advice on what works, what does not, and why it will prove invaluable to executives, managers, and employees in helping troubled companies before it's too late. |
| customer value driven marketing strategy: Ten Years to Midnight Blair H. Sheppard, 2020-08-04 “Shows how humans have brought us to the brink and how humanity can find solutions. I urge people to read with humility and the daring to act.” —Harpal Singh, former Chair, Save the Children, India, and former Vice Chair, Save the Children International In conversations with people all over the world, from government officials and business leaders to taxi drivers and schoolteachers, Blair Sheppard, global leader for strategy and leadership at PwC, discovered they all had surprisingly similar concerns. In this prescient and pragmatic book, he and his team sum up these concerns in what they call the ADAPT framework: Asymmetry of wealth; Disruption wrought by the unexpected and often problematic consequences of technology; Age disparities--stresses caused by very young or very old populations in developed and emerging countries; Polarization as a symptom of the breakdown in global and national consensus; and loss of Trust in the institutions that underpin and stabilize society. These concerns are in turn precipitating four crises: a crisis of prosperity, a crisis of technology, a crisis of institutional legitimacy, and a crisis of leadership. Sheppard and his team analyze the complex roots of these crises--but they also offer solutions, albeit often seemingly counterintuitive ones. For example, in an era of globalization, we need to place a much greater emphasis on developing self-sustaining local economies. And as technology permeates our lives, we need computer scientists and engineers conversant with sociology and psychology and poets who can code. The authors argue persuasively that we have only a decade to make headway on these problems. But if we tackle them now, thoughtfully, imaginatively, creatively, and energetically, in ten years we could be looking at a dawn instead of darkness. |
| customer value driven marketing strategy: Consumer Behavior Delbert I. Hawkins, Roger J. Best, Kenneth A. Coney, 2003-03 Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers. |
| customer value driven marketing strategy: Designing and Delivering Superior Customer Value Art Weinstein, William C. Johnson, 2020-03-25 First Published in 1999, this book stresses the service aspects of an organization - especially customer service, marketing, and organizational responsiveness, and how to create and provide outstanding customer value to the target market(s). |
| customer value driven marketing strategy: Marketing Led: Sales Driven Ajay K. Sirsi, 2005 Behind every successful business is the implementation of a superior strategy. Winning firms earn their success. To do this, business organizations have to first develop a superior marketing plan and implement this plan via effective sales and customer plans. Therefore, both marketing and sales have to work as one system. In this powerful and practical book you will learn the following: - How to understand customer needs and value drivers. - How to segment your markets and customers. - How to analyze customer, competitor and market data to develop superior marketing plans. - How to translate marketing plans into actionable sales and customer plans. - How to work with templates and actual plans to guide your own business. - How to get marketing, sales and other functions working together to focus on the customer to help you get a competitive advantage in the marketplace. |
| customer value driven marketing strategy: Marketing Strategy Steven P. Schnaars, 1998 The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends. |
| customer value-driven marketing strategy: Superior Customer Value Art Weinstein, 2018-12-07 Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences. |
| customer value-driven marketing strategy: Creating Customer Value Through Strategic Marketing Planning Edwin J. Nijssen, Ruud T. Frambach, 2013-11-11 Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place. Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools. The structure of the book guides the reader through the process of writing a strategic marketing plan. Suggestions for using the tools help to apply them successfully. This book helps students of marketing strategy to understand strategic marketing planning at work and how to use specific tools. Furthermore, it provides managers with a practical framework and guidelines for making the necessary choices to create and sustain competitive advantage for their organizations. |
| customer value-driven marketing strategy: Market Driven Strategy George S Day, 2015-01-17 Now in its 21st printing, George S. Day's Market Driven Strategy first defined what it means to be market- driven. Providing a foundation for Day's new companion volume The Market Driven Organization, this seminal work remains a vital resource for a generation of managers struggling to align their organizations to volatile markets. Contending that the rate of change in the market has clearly outstripped the speed at which a conventionally managed company can respond, Day makes a compelling case for first creating superior customer value, without which there can be no share-holder value. He presents a proven market-driven approach to formulating and implementing competitive strategy at the business-unit level -- in the trenches -- based upon materials that have been empirically tested and critiqued in more than 200 internal executive programs and strategic planning sessions at such companies as U.S. West, General Motors, Marriott, Kodak, and General Electric. Day introduces the five critical, interdependent choices that managers must make to create a market-driven strategy. With dozens of examples from companies such as Otis Elevator, GE, H.J. Heinz, Ikea, Nestlé, Acuson, and 3M, he shows how forward-thinking companies select their markets, differentiate their products, choose their communication and distribution channels, decide on the scale and scope of their support activities, and select future areas for growth. Finally, Day persuasively documents the commitment to thinking and planning processes at these winning companies that harnesses the power of bottom-up understanding of customers and competitive realities with top-down vision and leadership. |
| customer value-driven marketing strategy: Data-Driven Marketing Mark Jeffery, 2010-02-08 NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. |
| customer value-driven marketing strategy: Strategic Marketing Frank Bradley, 2003-06-02 Provides a short and concise look at the field. * Presents information that will have an international appeal. |
| customer value-driven marketing strategy: Marketing Rosalind Masterson, David Pickton, 2014-03-25 *Winners - British Book Design Awards 2014 in the category Best Use of Cross Media* Get access to an interactive eBook* when you buy the paperback (Print paperback version only, ISBN 9781446296424) Watch the video walkthrough to find out how your students can make the best use of the interactive resources that come with the new edition! With each print copy of the new 3rd edition, students receive 12 months FREE access to the interactive eBook* giving them the flexibility to learn how, when and where they want. An individualized code on the inside back cover of each book gives access to an online version of the text on Vitalsource Bookshelf® and allows students to access the book from their computer, tablet, or mobile phone and make notes and highlights which will automatically sync wherever they go. Green coffee cups in the margins link students directly to a wealth of online resources. Click on the links below to see or hear an example: Watch videos to get a better understanding of key concepts and provoke in-class discussion Visit websites and templates to help guide students’ study A dedicated Pinterest page with wealth of topical real world examples of marketing that students can relate to the study A Podcast series where recent graduates and marketing professionals talk about the day-to-day of marketing and specific marketing concepts For those students always on the go, Marketing an Introduction 3rd edition is also supported by MobileStudy – a responsive revision tool which can be accessed on smartphones or tablets allowing students to revise anytime and anywhere that suits their schedule. New to the 3rd edition: Covers topics such as digital marketing, global marketing and marketing ethics Places emphasis on employability and marketing in the workplace to help students prepare themselves for life after university Fun activities for students to try with classmates or during private study to help consolidate what they have learnt (*interactivity only available through Vitalsource eBook) |
| customer value-driven marketing strategy: Superior Customer Value Art Weinstein, 2012-02-24 A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered to customers — this, in turn, results in enhanced market performance. Unfortunately, caught up in the daily economic and competitive pressures of running complex and fast-changing businesses, managers may lose sight of customers’ desires. And, consequently, customer experiences often fall far short of expectations. Written by an expert with more than fifteen years of experience, Superior Customer Value: Strategies for Winning and Retaining Customers, Third Edition benchmarks the best companies and shows you what it truly means to create world-class value for customers. The book is a state-of-the-art guide to designing, implementing, and evaluating a customer value strategy in service, technology, and information-based organizations. It explores key marketing planning issues that emphasize relationship management strategies to keep customers happy. See What’s New in the Third Edition: New topics include: Business models Co-creation of value Corporate entrepreneurship Customer experience management Customer value metrics Net promoter score Image Innovation Social media Expanded coverage of: Customer relationship management E-business opportunities Written as an academic textbook for use in MBA programs, the book is highly readable, practical, and action-oriented, giving managers at all levels of experience guidance on how to improve marketing operations and create customer-centric organizations. It explains valuable tools such as customer value funnel, customer value assessment, service-quality-image-price (SQIP) analysis, and CRM models. Each chapter has a customer value insight checklist, action items, and informative figures and tables. This revised edition addresses current trends in value-adding business practice, from understanding how to drive a market and find new ventures to the rise in customer importance of the online arena and new models and metrics for customer loyalty and retention. Great companies amaze and delight customers — Superior Customer Value offers a strategic blueprint to learn from the market leaders and apply those lessons to your organization. Art Weinstein discusses the book in several videos on the CRC Press YouTube Channel. |
| customer value-driven marketing strategy: Strategy from the Outside In (PB) George S. Day, Christine Moorman, 2010-07-23 Make customer value a C-Suite priority for lasting profits and growth While the Great Recession ravaged the balance sheets of long-standing leaders in their respective industries, many companies have actually gained market share, grown revenuesand profits, and created more value for customers. These are not flash-in-the-pan companies—world-beatersone year and stragglers the next. They are companies like Johnson& Johnson, Procter & Gamble, Fidelity, Cisco, Philips, Walmart, and Amazon. The success of these organizations isn’t the result of a brilliant strategy for bad times; it’sthe outcome of a highly effective long-term strategy that manages thecompany from the outside in. In Strategy from the Outside In, George S. Day and Christine Moormanexplain that the key to such lasting and highly profitable successis the ability to compete on and profit from customer value. It meansoperating from the outside in. It means always building strategy onmarket insight, and ensuring that every part of the company puts customervalue first. Applying years of research, Day andMoorman illustrate that an outside-in view requires constant vigilance and focus on four customer value imperatives: Be a customer value leader Innovate new value for customers Capitalize on the customer as an asset Capitalize on the brand as an asset Day and Moorman take you from theory to practice, with an emphasison real world stories, practical models, and useable metrics sothat you can profit from customer value. From the outside in. |
| customer value-driven marketing strategy: Customer Power David C. Swaddling, Charles Miller, 2001 |
| customer value-driven marketing strategy: The Market Driven Organization George S. Day, 2012-12-11 'Market Driven Strategy' is a buzzword that many business people use without fully grasping its meaning. Now George Day, the inventor of the phrase, follows up his groundbreaking book MARKET DRIVEN STRATEGY with practical advice for managers who want to better communicate with their customers, perform miles ahead of their competitors, and continually be responsive to both. Based on nearly a decade of research, teaching, and consulting on the topic, THE MARKET DRIVEN ORGANIZATION shows how to apply Day's essential marketing theories to an entire company. Complete with diagnostic questionnaires and other assessment tools to identify strengths and weaknesses and lead companies through change, THE MARKET DRIVEN ORGANIZATION is an indispensable guide that will provide managers with crucial insights drawn from the most thorough research of the decade. |
| customer value-driven marketing strategy: The Customer Centricity Playbook Peter Fader, Sarah E. Toms, 2018-10-30 A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer. |
| customer value-driven marketing strategy: Marketing Metrics in Action Laura Patterson, 2009 Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, Which numbers? Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both sidesthe client side and the consultant sideexplains how you need to begin by identifying the elements of the right culture. First, every company's product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization's circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be and be seen as beingon the same side and n the same page. Finance can't be seen as the enemy, and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company. |
| customer value-driven marketing strategy: Introduction to Business Lawrence J. Gitman, Carl McDaniel, Amit Shah, Monique Reece, Linda Koffel, Bethann Talsma, James C. Hyatt, 2024-09-16 Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License. |
| customer value-driven marketing strategy: Principles of Marketing Gary M. Armstrong, Stewart Adam, Sara Marion Denize, Michael Volkov, Philip Kotler, 2018 An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills. |
| customer value-driven marketing strategy: Market-Driven Management Frederick E. Webster, 2002-09-25 This updated edition of Market-Driven Management analyzes the evolution of the marketing concept in theory and in management practice. It makes a statement of the marketing concept as the process of defining, developing, and delivering customer value in the business environment. |
| customer value-driven marketing strategy: Designing and Delivering Superior Customer Value Art Weinstein, William C. Johnson, 2020-03-25 First Published in 1999, this book stresses the service aspects of an organization - especially customer service, marketing, and organizational responsiveness, and how to create and provide outstanding customer value to the target market(s). |
| customer value-driven marketing strategy: Customer-Driven Service Marketing in the Airline Market Jeremy Schulze, 2020-07-03 Academic Paper from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, University of Applied Sciences Frankfurt am Main, language: English, abstract: This assignment aims to achieve a number of things. It will define customer value and explain why it is so crucial that companies need to create it and incorporate it into their operations. It will then focus on the airline industry and discuss the evolution of customer value driven services marketing in this industry. Finally, it will address the challenges airlines face in creating and delivering customer value driven marketing strategies. In addition to this it will discuss the methods that airlines use in order to create value for their customers. It is becoming ever more important for organizations to create customer value in order to gain and retain customers. The airline industry is at one of its most competitive stages in its history. It is becoming increasingly challenging for airlines to create customer value in order to retain their current customers and aim to gain new customers. |
| customer value-driven marketing strategy: Business Made Simple Donald Miller, 2021-01-19 Is this blue book more valuable than a business degree? Most people enter their professional careers not understanding how to grow a business. At times, this makes them feel lost, or worse, like a fraud pretending to know what they’re doing. It’s hard to be successful without a clear understanding of how business works. These 60 daily readings are crucial for any professional or business owner who wants to take their career to the next level. New York Times and Wall Street Journal bestselling author, Donald Miller knows that business is more than just a good idea made profitable – it’s a system of unspoken rules, rarely taught by MBA schools. If you are attempting to profitably grow your business or career, you need elite business knowledge—knowledge that creates tangible value. Even if you had the time, access, or money to attend a Top 20 business school, you would still be missing the practical knowledge that propels the best and brightest forward. However, there is another way to achieve this insider skill development, which can both drastically improve your career earnings and the satisfaction of achieving your goals. Donald Miller learned how to rise to the top using the principles he shares in this book. He wrote Business Made Simple to teach others what it takes to grow your career and create a company that is healthy and profitable. These short, daily entries and accompanying videos will add enormous value to your business and the organization you work for. In this sixty-day guide, readers will be introduced to the nine areas where truly successful leaders and their businesses excel: Character: What kind of person succeeds in business? Leadership: How do you unite a team around a mission? Personal Productivity: How can you get more done in less time? Messaging: Why aren’t customers paying more attention? Marketing: How do I build a sales funnel? Business Strategy: How does a business really work? Execution: How can we get things done? Sales: How do I close more sales? Management: What does a good manager do? Business Made Simple is the must-have guide for anyone who feels lost or overwhelmed by the modern business climate, even if they attended business school. Learn what the most successful business leaders have known for years through the simple but effective secrets shared in these pages. Take things further: If you want to be worth more as a business professional, read each daily entry and follow along with the free videos that will be sent to you after you buy the book. |
| customer value-driven marketing strategy: Unlocking the Customer Value Chain Thales S. Teixeira, Greg Piechota, 2019-02-19 Based on eight years of research visiting dozens of startups, tech companies and incumbents, Harvard Business School professor Thales Teixeira shows how and why consumer industries are disrupted, and what established companies can do about it—while highlighting the specific strategies potential startups use to gain a competitive edge. There is a pattern to digital disruption in an industry, whether the disruptor is Uber, Airbnb, Dollar Shave Club, Pillpack or one of countless other startups that have stolen large portions of market share from industry leaders, often in a matter of a few years. As Teixeira makes clear, the nature of competition has fundamentally changed. Using innovative new business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMW’s and Sephoras of the world head on, peel away a piece of the consumer purchasing process. Birchbox offered women a new way to sample beauty products from a variety of companies from the convenience of their homes, without having to visit a store. Turo doesn't compete with GM. Instead, it offers people the benefit of driving without having to own a car themselves. Illustrated with vivid, indepth and exclusive accounts of both startups, and reigning incumbents like Best Buy and Comcast, as they struggle to respond, Unlocking the Customer Value Chain is an essential guide to demystifying how digital disruption takes place – and what companies can do to defend themselves. |
| customer value-driven marketing strategy: Big Data Marketing Lisa Arthur, 2013-10-07 Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success. |
| customer value-driven marketing strategy: Customer Centricity Peter Fader, 2012 Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers...and then there is pretty much everybody else. Upending some of our most fundamental beliefs, renowned behavioral data expert Peter Fader, Co-Director of The Wharton Customer Analytics Initiative, helps businesses radically rethink how they relate to customers. He provides insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term. |
| customer value-driven marketing strategy: Markets of One James H. Gilmore, B. Joseph Pine, 2000 What does it mean to dell? This newly coined business verb means to mass-customize, making products only in response to actual demand. This allows a product to go direct to a customer, and it's what Dell Computer does instead of forcing mass-produced computers on its customers. And Dell's not alone. As Editors Jim Gilmore and Joe Pine point out in their introduction to Markets of One, mass customization is a trend that has caught on among consumer and business-to-business companies alike - think of Levi's jeans, Aramark's hospital services, Select Comfort mattresses, and Peapod or Streamline grocery delivery, to name a few. Companies customize their offerings to meet the unique needs of individual customers so that nearly everyone can obtain exactly what they want at a reasonable price. It's a paradigm shift away from the one-size-fits-all way managers have thought about markets over the past century- today, every individual customer is a market of one. This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. A Harvard Business Review Book |
| customer value-driven marketing strategy: Product-Led Growth Bush Wes, 2019-05 Product-Led Growth is about helping your customers experience the ongoing value your product provides. It is a critical step in successful product design and this book shows you how it's done. - Nir Eyal, Wall Street Journal Bestselling Author of Hooked |
| customer value-driven marketing strategy: Start with Why Simon Sinek, 2011-12-27 The inspirational bestseller that ignited a movement and asked us to find our WHY Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever. START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY. |
| customer value-driven marketing strategy: Strategic Marketing For Health Care Organizations Philip Kotler, Robert J. Stevens, Joel I. Shalowitz, 2021-02-17 A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises. |
| customer value-driven marketing strategy: Market-Driven Management Jean-Jacques Lambin, Isabelle Schuiling, 2012-07-19 Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs. |
| customer value-driven marketing strategy: Developing Successful Marketing Strategies Gary W. Randazzo, 2014-05-15 What’s your organization’s marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique approach by using your organization’s mission and vision statements to guide the development of marketing goals, strategies, and tactics. It uses real market examples to demonstrate the development of effective marketing strategies. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. This book neatly weaves the process of developing such a marketing strategy with examples given to clarify the theories and guide the reader through the strategic marketing planning process. If you are a manager, business student, or an executive, this book will help you grow an established business or start a new one with smart management techniques and processes that are critical to executing successful marketing strategies. The examples used are from large and small organizations in which the author was personally involved. |
| customer value-driven marketing strategy: Marketing Strategy Robert W. Palmatier, Shrihari Sridhar, 2020-12-31 Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design |
| customer value-driven marketing strategy: Principles of Marketing Philip Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei He, 2019 Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Hongwei He is Professor of Marketing at Alliance Manchester Business School, University of Manchester, and as Associate Editor for Journal of Business Research |
| customer value-driven marketing strategy: The Art and Science of Marketing How to Stand Out in a Crowded Market Walid Mahroum, 2023-05-19 Welcome to The Art and Science of Marketing, a comprehensive guide to the dynamic and evolving field of marketing. This book explores the latest trends, strategies, and techniques used by businesses to create, deliver, and promote products or services to customers in today's fast-paced, digital landscape. With a focus on both the art and science of marketing, we examine the importance of understanding customer needs and preferences and developing effective strategies to meet those needs. From social media marketing to content creation, advertising to data analytics, we cover all aspects of marketing and provide practical advice and insights for businesses looking to stay ahead of the curve. As marketing continues to evolve and adapt to changes in technology, consumer behavior, and market trends, businesses need to be strategic and focused in their approach. We explore the various channels and platforms available, both traditional and digital, and provide guidance on finding the right balance to reach a wide audience and build a strong brand. Another key aspect of marketing is customer engagement, and we delve into the importance of creating a personalized experience that speaks to the needs and interests of customers. We discuss how building relationships that go beyond a simple transaction can lead to long-term success and brand loyalty. Ultimately, the goal of marketing is to create value for both the customer and the business. Through the insights and practical advice provided in this book, businesses of all sizes can develop effective marketing strategies and build strong brands that achieve long-term success. |
| customer value-driven marketing strategy: Profits With Principles Ira A. Jackson, Jane Nelson, 2004 Draws on detailed case studies from more than fifty top companies to demonstrate how engaging in ethical practices can enable businesses to gain a competitive advantage, improve a brand image, secure consumer loyalty, and foster greater employee satisfaction. |
| customer value-driven marketing strategy: Customer Innovation Marion Debruyne, 2014-05-03 A new set of organizations has discovered a new formula: they combine customer-centricity with innovative power. These organizations have created a completely outside-in approach to the market. Not driven by what they're good at, they start with the market and design their strategy around it, replacing practices of the past with a new set of capabilities which enable them to be ahead of the curve in discovering new market opportunities. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organization, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Customer Innovation presents this unique case for developing the outside-in organization to drive your business success, combining market orientation with innovation to enable actionable positive change in the way your company does business. Winner of the Innovation and Entrepreneurship category of the 2015 CMI Management Book of the Year Awards, Customer Innovation provides every business with the framework it needs to combine customer focus with innovation to achieve success. It is packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more to help you put market awareness at the heart of your business. |
| customer value-driven marketing strategy: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| customer value-driven marketing strategy: The Content Formula Liz Bedor, Michael Brenner, 2015-11-26 The Content Formula answers the biggest question currently on marketer's minds: what is the ROI of content marketing?This book provides a step by step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms. |
| customer value-driven marketing strategy: The Fourth Industrial Revolution Klaus Schwab, 2017-01-03 World-renowned economist Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, explains that we have an opportunity to shape the fourth industrial revolution, which will fundamentally alter how we live and work. Schwab argues that this revolution is different in scale, scope and complexity from any that have come before. Characterized by a range of new technologies that are fusing the physical, digital and biological worlds, the developments are affecting all disciplines, economies, industries and governments, and even challenging ideas about what it means to be human. Artificial intelligence is already all around us, from supercomputers, drones and virtual assistants to 3D printing, DNA sequencing, smart thermostats, wearable sensors and microchips smaller than a grain of sand. But this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development. Imagine “smart factories” in which global systems of manufacturing are coordinated virtually, or implantable mobile phones made of biosynthetic materials. The fourth industrial revolution, says Schwab, is more significant, and its ramifications more profound, than in any prior period of human history. He outlines the key technologies driving this revolution and discusses the major impacts expected on government, business, civil society and individuals. Schwab also offers bold ideas on how to harness these changes and shape a better future—one in which technology empowers people rather than replaces them; progress serves society rather than disrupts it; and in which innovators respect moral and ethical boundaries rather than cross them. We all have the opportunity to contribute to developing new frameworks that advance progress. |
| customer value-driven marketing strategy: Customer-Driven Disruption Suman Sarkar, 2019-09-03 Businesses worry about new technologies, but customers are the ultimate disruptors—Suman Sarkar offers bold strategies for making sure you understand your customers and keep up with their ever-changing needs. Disruption—the brutal roiling of markets, the decline of long-established brands and products, and the rise of new upstarts—drives business failure and success. Most people think technology causes disruption, but technology merely enables it. Changing customer needs cause disruptions, and too many businesses get caught unaware. Suman Sarkar offers proven strategies that will enable any business to stay radically close to its customers and address their evolving needs. He argues that businesses need to focus on existing customers first—research shows they're likely to spend more and are more profitable than new customers. Personalization is becoming important for the newer generations in both developed and developing markets, so Sarkar describes approaches to make them cost-effective. In our era of instant gratification, customers want what they want now—Sarkar explains how you can develop and deliver products and services faster than ever. And since a few bad Yelp reviews, social media posts, or angry tweets from customers can ruin you, Sarkar shows how to proactively make sure the quality of your products and services stays better than that of your competitors. The key to survival in this era of changing customer needs is to focus on and address them quickly so customers don't switch to the competition. Drawing on his experiences with leading companies worldwide, Sarkar offers five strategies and techniques that will keep you ahead of the curve. |
| customer value-driven marketing strategy: Reversing the Slide James B. Shein, 2011-02-10 A just-in-time guide for revamping distressed companies Drawn from the author's decades of experience advising, purchasing, and reviving distressed companies across industries, geographies, and sizes, Reversing the Slide is designed to help executives, managers, and employees revitalize downtrodden companies. It shows how to: select the tactics appropriate for each stage of distress; understand the use of entrepreneurial concepts; avoid pitfalls common to turnarounds; determine the legal, financial, strategic, and operational steps in the process; discover why the principal of ready, fire, aim should guide the decision-making process in situations with time pressure and significant uncertainty; and uncover the secrets of effective leadership and governance. Contains step-by-step instructions for helping troubled organizations bounce back with vigor Often quoted in the Wall Street Journal, the author is an authority on restructuring and downsizing Offers a handbook for implementing a successful corporate turnaround James Shein's Reversing the Slide is full of insightful advice on what works, what does not, and why it will prove invaluable to executives, managers, and employees in helping troubled companies before it's too late. |
| customer value-driven marketing strategy: EMPOWERED Marty Cagan, 2020-12-03 Great teams are comprised of ordinary people that are empowered and inspired. They are empowered to solve hard problems in ways their customers love yet work for their business. They are inspired with ideas and techniques for quickly evaluating those ideas to discover solutions that work: they are valuable, usable, feasible and viable. This book is about the idea and reality of achieving extraordinary results from ordinary people. Empowered is the companion to Inspired. It addresses the other half of the problem of building tech products?how to get the absolute best work from your product teams. However, the book's message applies much more broadly than just to product teams. Inspired was aimed at product managers. Empowered is aimed at all levels of technology-powered organizations: founders and CEO's, leaders of product, technology and design, and the countless product managers, product designers and engineers that comprise the teams. This book will not just inspire companies to empower their employees but will teach them how. This book will help readers achieve the benefits of truly empowered teams-- |
| customer value-driven marketing strategy: Data-Driven Marketing Content Lee Wilson, 2019-06-19 This practical content guide empowers businesses to understand, identify and act on big-data opportunities, producing superior business insights for prolific marketing gains. |
| customer value-driven marketing strategy: Ten Years to Midnight Blair H. Sheppard, 2020-08-04 “Shows how humans have brought us to the brink and how humanity can find solutions. I urge people to read with humility and the daring to act.” —Harpal Singh, former Chair, Save the Children, India, and former Vice Chair, Save the Children International In conversations with people all over the world, from government officials and business leaders to taxi drivers and schoolteachers, Blair Sheppard, global leader for strategy and leadership at PwC, discovered they all had surprisingly similar concerns. In this prescient and pragmatic book, he and his team sum up these concerns in what they call the ADAPT framework: Asymmetry of wealth; Disruption wrought by the unexpected and often problematic consequences of technology; Age disparities--stresses caused by very young or very old populations in developed and emerging countries; Polarization as a symptom of the breakdown in global and national consensus; and loss of Trust in the institutions that underpin and stabilize society. These concerns are in turn precipitating four crises: a crisis of prosperity, a crisis of technology, a crisis of institutional legitimacy, and a crisis of leadership. Sheppard and his team analyze the complex roots of these crises--but they also offer solutions, albeit often seemingly counterintuitive ones. For example, in an era of globalization, we need to place a much greater emphasis on developing self-sustaining local economies. And as technology permeates our lives, we need computer scientists and engineers conversant with sociology and psychology and poets who can code. The authors argue persuasively that we have only a decade to make headway on these problems. But if we tackle them now, thoughtfully, imaginatively, creatively, and energetically, in ten years we could be looking at a dawn instead of darkness. |
PART 3: Designing a Customer Value–Driven Strategy and Mix …
Figure 7.1 shows the four major steps in designing a customer value–driven marketing strategy. In the first two steps, the company selects the customers that it will serve.
Chapter 1 Marketing: Creating and Capturing Customer Value
comprehensive plan that communicates and delivers the intended(future) value to chosen customers. customers, empowered by today’s new digital technologies, interact with …
Principles of MARKETING - Pearson
1 Marketing: Creating Customer Value and Engagement 2 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 36
a customer-driven marketing strategy - Theseus
The thesis is focused on creating a customer-driven marketing strategy for the case com-pany. A customer-driven strategy consists of four key elements: segmentation, targeting, differentiation, …
Customer-Driven Marketing Strategy - Politeknik NSC Surabaya
Figure 7.1shows the four major steps in designing a customer-driven marketing strategy. In the first two steps, the company selects the customers that it will serve.
Marketing: Creating and Capturing Customer Value - Pearson
Next, we discuss the five steps in the marketing process—from understanding customer needs, to designing customer-driven marketing strategies and programs, to building customer …
Key Factors to Influence Service Experience in Customer Care …
Designing a Customer-Driven Marketing Strategy In concept, marketing boils down to two questions: (1) Which customers will we serve? and (2) How will we serve them?
Customer-Driven Marketing Strategy
Air Arabia was the first company to position itself as a low budget airline in the Middle East. It has segmented its market carefully and concentrates on offering its customers a great quality …
CHAPTER 1: MARKETING CREATING CUSTOMER VALUE AND …
1-1 Define marketing and outline the steps in the marketing process. 1-2 Explain the importance of understanding the marketplace and customer needs. 1-3 Identify the key elements of a …
strategy: Partnering to build customer engagement, value and ...
Describe the elements of a customer value-driven marketing strategy and mix, and the forces that influence it. List the marketing management functions, including the elements of a marketing …
Table of Contents: 1. Marketing: Creating and Capturing …
Designing a customer-driven marketing strategy (pp. 9-13) • Marketing management is choosing target markets and building profitable relationships with them. The aim is to attract, engage, …
Customer orientated Profitable Marketing: Turning Customer …
helps businesses design a customer-orientated marketing strategy. The study looks into the dynamics between customer knowledge and the integration of customer orientation.
Application of Customer Driven Marketing Strategies in …
Abstract: Customer driven marketing strategies are very significant concept of marketing activities to retain and make loyal customers.
OVERVIEW OF MARKETING PLAN & STRATEGY BUS431 …
Segmentation: Divide larger market into groups of consumers who have needs common. Targeting: evaluate the segments and select the one the company can best serve based on …
Marketing: Managing Profitable Customer Relationships
Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations. What is Marketing? “Marketing is the process by which companies …
Chapter 1 Marketing: Creating and Capturing Customer Value
comprehensive plan that communicates and delivers the intended(future) value to chosen customers. Marketing relationships in which customers, empowered by today’s new digital …
Marketing: Creating and Capturing Customer Value - Pearson
Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship …
Marketing: An Introduction
All the company’s marketing mix efforts must support the positioning strategy. Maintain the position obtained through consistent performance and communication. The product’s position …
Target Customers Strategy: Creating Value for Customer …
Define the three steps of target marketing: market segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business …
Principles of Marketing, An Asian Perspective, 5th Edition
Next, we discuss the five steps in the marketing process, from understanding customer needs, to designing customer value–driven marketing strategies and integrated marketing programs, to …
Customer Driven Marketing Strategy: Complete Guide 2025
What Is a Customer-Driven Marketing Strategy? A customer-driven marketing strategy, at its core, is an approach that places customers as the epicenter of all marketing and business …
Successful Customer-Driven Marketing Strategy in 5 Steps
Nov 10, 2023 · So, what is a customer-driven marketing strategy? A customer-driven marketing strategy means shifting focus from a product to its user and basing your marketing strategy, …
How to Develop an Effective Customer-Driven Marketing Strategy
May 19, 2023 · Customer-driven marketing is a strategy that focuses on putting consumers first, rather than products. It means thinking about the needs, wants and motivations of the …
Elements of a Customer-Driven Marketing Strategy - Chron.com
In a highly competitive business environment, focusing on the needs of your customers can give you an edge over your competition. Satisfied customers are more likely to be repeat …
9 Proven Ways to Create a Customer Driven Marketing Strategy
Customer-driven marketing strategies are focused on learning more about your customer’s needs so you can meet them in the right way at the right time. It’s not just about selling products—it’s …
How to Craft a Customer Value Driven Marketing Strategy That …
Sep 12, 2024 · A customer value-driven marketing strategy focuses on understanding and meeting customer needs. Identifying and segmenting your target audience is crucial for …
7 Ways to Create Successful Customer Driven Marketing Strategy …
Aug 26, 2020 · Value driven marketing strategy has a major goal: to create meaningful value for your customers. With this approach, you become a magnet for new clients and prospects. It …
How to Build a Customer-Driven Marketing Strategy for 2023
Aug 13, 2021 · Successful marketing trends in 2023 and beyond will focus on creating great customer experiences and building relationships with your audience. This shift has already …
Customer Driven Marketing Strategy: Everything You Need to …
Customer-driven marketing is a marketing approach that focuses on building strong, positive relationships with existing customers.
Developing a Customer Value Driven Marketing Strategy for …
Developing a customer value driven marketing strategy is all about understanding what matters most to your customers. This approach focuses on delivering value at every touchpoint, …
