VALUING YOUR CUSTOMERS JENKINSON A. Księgarnia

Valuing Your Customers

From quality information to qyality relatioships through data marketing

Most databases are either under exploited or not exploited properly. If you really want to understand database marketing, this book explains both what it is, and what it can do for you better than any other I have read.' Drayton Bird, The Draylon Bird Partnership

'Angus Jenkinson is one of the few true database experts in the UK. What's special about Angus's work is that he considers the cultural, organizational, leadership and quality implications of database marketing - the issues that determine success or failure.' Derek Holder, Managing Director, The Institute of Direct Marketing

Now for the first time the reader learns that the technological advances in database marketing are successful only if they include the personal advances in relationship marketing.' Murray Raphel, Raphel Marketing Inc., US

We've always known the customer is king. It's time to stop knowing it and start achieving it. This book shows you how.' , Marcus Evans, Managing Director, The Ogiivy Loyalty Centre

Valuing Your Customers guides and inspires you to venture into the next generation of database marketing - the radical awakening of the Individual. Gone are the eras of mailing lists and databases as 'V marketing's main infrastructure: the next all-important step is relationship quality. The shift of emphasis has moved from impersonal to personal, and it is not just how to secure your customers but how to maintain them and continuously evaluate their worth that matters.

The book argues, supported by numerous examples, that sustainable profits are dependent on loyal customer relationships, and shows how to build these profits through a company-wide commitment to customized information, service and dialogue.

As practitioners are aware, most failures are accounted to people and organizations - not technology. Clear, practical 'how-to' guidelines are illustrated, not only for implementing functional, modern If technology and marketing programmes, but also for creating organizations of excellence and success.

Breaking new ground, Valuing Your Customers introduces the unique link between database marketing and organization change in what it describes as 'the responsive company'. Step-by-step, the latest hot concepts are approached and taken on board, such as loyalty, relationship, one-to-one |j| marketing, and how to integrate systems, corporate culture and marketing processes. ^

This book is fundamental to the development of database marketing and the way it shapes the strategy ^ thinking of the future. By combining all these elements, Valuing Your Customers brings to you an exciting new agenda for the marketing arena. ^

Special features include:

New creative ideas establishing a visionary book

New values-based approach to the development of loyalty

All aspects covered - making it a complete book with illustrative case studies and examples

370 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.