Customer-Centric Marketing
Supporting Sustainability in the Digital Age
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Beschreibung
Improve how customers perceive a business by tapping into the benefits of sustainable development through digital marketing.
Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness.
Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.
Aids decision making and implementation in the digital marketing and sustainable development arenas
Helps marketers attract and retain customers by illustrating how new technologies can be harnessed to promote growth and customer satisfaction
Strengthens the competitive advantage of organizations by suggesting solutions to problems facing practitioners
Autor*in
Neil Richardson
Neil Richardson is an experienced marketing/business practitioner. He is involved in supporting other professionals who seek advice about marketing and decision making as well as being a senior lecturer and CIM course leader at Leeds Business School. He has also co-authored Develop your Marketing Skills, Develop your PR Skills, A Quick Start Guide to Social Media Marketing & Customer-Centric Marketing (all published by Kogan Page).
Themen in »Customer-Centric Marketing«
digital marketing business marketing customer centricity customer-centric strategy sustainable marketing sustainable development sustainable marketing customer satisfaction customer experience customer journey sustainable marketing planning services and sustainability