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Author: Yan Claeyssen
Publisher: Dunod
ISBN: 2100569392
Category : Business & Economics
Languages : fr
Pages : 202
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Book Description
Comment élaborer une base de données ? Quelle opération promotionnelle concevoir ? Via quel canal ? Comment optimiser l'outil CRM ? De la prospection à la reconquête du client, en passant par sa fidélisation, cet ouvrage aborde le marketing direct sous toutes ses facettes : aspects juridique, RH, financier, commercial... Cette troisième édition intègre les nouveaux canaux de contacts clients que constitutent les réseaux sociaux et le mobile ainsi que la nécessité de les exploiter de manière cohérente et homogène avec les canaux plus traditionnels (points de vente, téléphone, courier, web). Illustré de cas d'entreprise, ce livre est un guide complet qui présente l'ensemble des approches et méthodes du marketing client.
Author: Yan Claeyssen
Publisher: Dunod
ISBN: 2100569392
Category : Business & Economics
Languages : fr
Pages : 202
Get Book Here
Book Description
Comment élaborer une base de données ? Quelle opération promotionnelle concevoir ? Via quel canal ? Comment optimiser l'outil CRM ? De la prospection à la reconquête du client, en passant par sa fidélisation, cet ouvrage aborde le marketing direct sous toutes ses facettes : aspects juridique, RH, financier, commercial... Cette troisième édition intègre les nouveaux canaux de contacts clients que constitutent les réseaux sociaux et le mobile ainsi que la nécessité de les exploiter de manière cohérente et homogène avec les canaux plus traditionnels (points de vente, téléphone, courier, web). Illustré de cas d'entreprise, ce livre est un guide complet qui présente l'ensemble des approches et méthodes du marketing client.
Author: Yan Claeyssen
Publisher:
ISBN: 9782100557615
Category : Customer loyalty programs
Languages : fr
Pages : 304
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Book Description
E-mailing, marketing mobile, data marketing, réseaux sociaux. Complémentaires des canaux tels que le courrier, le téléphone ou le point de vente, les nouveaux supports de communication enrichissent la relation client en lui apportant réactivité et interactivité. Quelles sont les caractéristiques des canaux de communication directe et comment les exploiter de façon optimale ? Comment conjuguer les différents supports pour prospecter, fidéliser ou reconquérir le client ? Comment mesurer la performance des actions de communication et optimiser leur ROI ? Cette 3e édition, entièrement mise à jour, présente le marketing client sous toutes ses facettes : de la prospection à la reconquête, de la stratégie à l'opérationnel. Elle met en avant les meilleures pratiques d'entreprises propose des méthodes inédites, telles que le Prospect Relationship Management (PRM), et offre de précieux conseils fondés sur l'expérience des auteurs et sur des business cases français et internationaux. Vous trouverez de nombreux exemples d'entreprises ainsi que des modèles de suivi de rentabilité.
Author: Dimitri Uzunidis
Publisher: John Wiley & Sons
ISBN: 111955795X
Category : Business & Economics
Languages : en
Pages : 157
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Book Description
In macro-, meso- and micro-economic systems, the concept of innovation involves a variety of resources and functions. It includes all formal and informal institutions, networks and actors that influence innovation and act as innovation boosters within companies, at the territorial level, at the level of innovation networks or in national economies. This book deals with innovation in a globalized context in terms of the entrepreneur, enterprise, territorial and sectoral systems and national systems of innovation in which collective innovation processes are formed.
Author: Nina Krey
Publisher: Springer
ISBN: 3319991817
Category : Business & Economics
Languages : en
Pages : 564
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Book Description
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Jean-Jacques Lambin
Publisher: Bloomsbury Publishing
ISBN: 1350305235
Category : Business & Economics
Languages : en
Pages : 676
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Book Description
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.
Author: Alan Albarran
Publisher: Routledge
ISBN: 1135611688
Category : Business & Economics
Languages : en
Pages : 746
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Book Description
This comprehensive Handbook provides a synthesis of current work and research in media management and economics. The volume has been developed around two primary objectives: assessing the state of knowledge for the key topics in the media management and economics fields; and establishing the research agenda in these areas, ultimately pushing the field in new directions. The Handbook's chapters are organized into parts addressing the theoretical components, key issues, analytical tools, and future directions for research. Each chapter offers the current state of theory and scholarship of a specific area of study, and the volume contributors--all well established in their areas of specialty--represent domestic and international scholarship. With its unparalleled breadth of content from expert authors, the Handbook provides background knowledge of the various theoretical dimensions and historical paradigms, and establishes the direction for the next phases of research in this growing arena of study. The Handbook of Media Management and Economics will serve to stimulate future thought and research in the media management and economics disciplines. As such, this volume will be a required reference for students, professors, and industry practitioners for years to come.
Author: Christelle Camman
Publisher: John Wiley & Sons
ISBN: 111942741X
Category : Technology & Engineering
Languages : en
Pages : 218
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Book Description
Against this current trend of low growth and high uncertainty, business directors must work with their shareholders to set strategic objectives and define business models. The great number of possible strategies makes this type of management very complex, and the actual deployment of strategic choices is often limited by a lack of overall coherence within the organization. This problem calls for an appropriate and renewed response. In strategic management today, a closer, permanent dialogue is needed between operational and financial performance. Based on a supply chain approach, the Value Added Supply Chain (VASC) model focuses on driving operational performance, but aims to achieve a greater and more dynamic integration between these two dimensions of the company's value creation.
Author: Robin Mansell
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 348
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Book Description
Revolutionary information and communication technologies are contributing to dramatic changes in the competitiveness of global and local markets and in the way people conduct their business and everyday lives. The potential benefits and risks these changes present for developing countries and the economies in transition are enormous. This comprehensive, authoritative reference book examines the ways in which these powerful technologies are being harnessed to development goals, helping to reduce the risk of exclusion and create new opportunities for developing countries. The report emphasizes the urgency of developing new social and technological infrastructures to help ensure that new technologies are used effectively. It also also offers guidelines and practical steps that can be taken by stakeholders to shape their future innovative knowledge societies.
Author: Sven Boermeester
Publisher:
ISBN: 9781949677072
Category :
Languages : en
Pages :
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Book Description
Innovate Bristol highlights and celebrates those companies and individuals that are actively working at building a better tomorrow for all. Innovation Ecosystems thrive through the involvement and support of companies and individuals from all industries, which is why the Innovate series not only focuses on the innovators but also those people whom the Innovation Ecosystem, would not be able to thrive without.
Author: Antonella Carù
Publisher: Routledge
ISBN: 0415382432
Category : Business & Economics
Languages : en
Pages : 212
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Book Description
This volume focuses on the consumption experience, the way it happens, and on the phenomenon of consumer experience. The authors highlight the need to let the consumers construct their own experiences.
