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Description - Managing the New Customer Relationship by Ian Gordon

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP
?Gordon delivers an impressive synthesis of the newest
methods for engaging customers in relationships that last. No
organization today can succeed without the mastery of customer
relationship management strategy fundamentals. But to win in the
decades ahead, you must also understand and capitalize on the
rapidly evolving social computing, mobility and customer analytics
technologies described in this book. Checklists, self-assessments
and graphical frameworks deliver pragmatic value for the practicing
manager.?
? William Band, Vice-President, Principal Analyst,
Forrester Research Inc., Cambridge, MA

?A very comprehensive and practical book on managing
relationships with existing customers in the age of social media! I
particularly enjoyed reading chapters on teaching customers new
behaviors, which were illustrated by excellent case
studies.?
? Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor
of Marketing, Emory University, Atlanta, GA

?The strategic breadth and depth of this book is
impressive as Gordon explores the new customer and how to plan and
manage the new customer relationship. I found his review of
strategies, techniques and technologies for social, mobile, mass
customization and customer analytics to be particularly insightful.
Gordon urges marketers to live and breathe one-through-one
marketing and to master social engagement techniques. The
checklists, cases and examples make the content grounded and
actionable. This is an important, current and detailed book to
which every organization should pay close attention to improve
customer relationships and create shareholder value.?
? Marcus Ruebsam, Vice-President, Line-of-Business
Marketing Solutions, SAP AG, Walldorf, Germany

?There are many books on CRM, but I recommend this one
because Gordon?s book does what others do not. He considers
CRM strategy and evolves it to recognize a new customer, one who is
always connected, socially available and influential. The book
doesn?t just discuss many point solutions for specific
marketing challenges; it integrates technology with strategy,
people, process and customer analytics to develop relationships
continuously. This book is a broad and deep exploration of CRM,
providing practical, fact-based perspectives that every company can
use to validate and rethink their customer and stakeholder
relationships.?
? Helmuth Cepeda, Small, Medium and Distribution Director,
Microsoft Mexico, Mexico City, Mexico



Marketing has changed fundamentally in the last few years and
has become an entirely new discipline, one that focuses on a new
customer and a new relationship, framed by new principles,
strategies, processes, roles and tactics. Individual customers are
economically targeted and served, and treated as segments of one
rather than members of a target market. Word of mouth and
recommendations are vital as customers influence one another more
than a company can do within its own advertising or customer
dialogs. Today?s customer is always online, accessible and
connected. Now marketing is not only direct and customer-specific
but a continuous process by which companies seek to engage
customers and be progressively more relevant, attractive and
valuable. This is the era of a new customer relationship?an
individual relationship that is social, mobile and local,
influenced by peers and shaped by cognitive, behavioural and social
psychological principles. New techniques, processes and
technologies transform what it means to implement marketing
strategy and achieve improved business results.
The new customer relationship requires that even those companies
that have embraced customer relationship management ought to
reassess their customer management. Now every marketing decision,
whether online or in the physical world, whether of a technological
nature, whether it affects customer experience, communications,
dialogs, teaching or organizational memory, every decision
should be seen through a single lens focused on the individual
customers who matter most. Managing the New Customer
Relationship provides a strategic and practical guide to help
companies attract, develop, sustain and build more valuable
relationships by:

Expanding upon existing customer relationship management
theories, concepts and methods to make these considerations more
useful, strategic and contemporary

Recognizing the profound importance of social media and how to
plan customer engagement in the social context of each
customer

Exploring new technologies that offer new opportunities for
engaging customers, including mobile, local, the cloud and customer
analytics

Demonstrating how to develop customer-specific understanding,
predict what customers will want next, and how to manage each
individual customer, and

Offering perspectives to help the organization endure by
focusing a chain of relationships on the end customer and creating
meaning for stakeholders that can make relationships more intense
and robust.

Managing the New Customer Relationship is for
organizations of all sizes in all industries, for private- and
public-sector organizations and not-for-profits. In short, every
organization can apply the new principles, strategies, techniques
and technologies discussed here to recognize important marketplace
changes, plan to improve relationship and financial results and
capture new shareholder value from new customer relationships.

Buy Managing the New Customer Relationship by Ian Gordon from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9781118092217
ISBN-10: 111809221X
Format: Hardback
(236mm x 163mm x 26mm)
Pages: 352
Imprint: John Wiley & Sons Inc
Publisher: John Wiley & Sons Inc
Publish Date: 17-May-2013
Country of Publication: United States

Book Reviews - Managing the New Customer Relationship by Ian Gordon

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Author Biography - Ian Gordon

Ian Gordon is a management consultant with over thirty years of marketing and strategy experience. He is president of Convergence Management Consultants in Toronto, Canada, where he heads the Relationship Marketing-CRM practice, assisting clients to develop customer acquisition and relationship management strategies. He has worked with companies such as Alcan, Amadeus, Apple, Bell Canada, Canada Post, Chrysler, Eastman Kodak, Ethyl, Experian, Ford Electronics, General Electric, Goodyear, HP/Compaq, IBM, Kodak Canada, MasterCard, Microsoft, Mitel, NCR, Nortel Networks, Ontario Power Generation, Parker Hannifin, RBC, Thomson Reuters, Toshiba, Westinghouse and Xerox. Ian is author of three previous books including the best-selling Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever (John Wiley & Sons Canada, 1998). He was the founding president of the Association for the Advancement of Relationship Marketing, and a past president of the Industrial Marketing and Research Association of Canada. He has lectured in relationship marketing, CRM and other marketing courses to undergraduate and MBA university students for over 20 years.

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