Relationship Marketing: New Strategies, Techniques and...

Features

• Cover Type: Hard Cover with 336 pages
• Published by: Wiley June 23, 1998
• Written in: English
• ISBN 10 Number: 0471641731
• ISBN 13 Number: 978-0471641735
• Book Dimensions: 9.1 x 6.2 x 1 inches
• Weighs: 1.3 pounds

Product Review
"This is, by far, the best book among a growing number of books on relationship marketing. It is intellectually stimulating and, at the same time, highly practical. Each chapter is both comprehensive and insightful. The last chapter on organizing for relationship marketing is indeed unique and 'out of the box' thinking."
— Dr. Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

"Why recommend this book? Simple. In the growing number of volumes written on relationship marketing, very few offer real value beyond opening the mind to a new concept for the enterprise. Gordon goes many steps further. His approach is strategic and practical at the same time, with many very helpful models, cases, and examples. No cute names, terminology or fluffsimply practical, well-grounded advice and tools. A must if you are involved in your company's change to relationship marketing."
— Lane A. Michel, Manager, Relationship Marketing, Corporate Marketing, Hewlett-Packard Company

Product Description
A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world

Marketing Is Dead!
Long Live Marketing!


Marketing is dead because the old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities.

Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank for the marketing buck" by focusing on the ultimate market segment— the individual customer — effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value.

Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' requirements and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers:

• Shows how to plan a relationship marketing initiative and provides sound, proven techniques for implementing it successfully.
• Gives you the tools to determine: the current mix of customers; the current and potential profitability of each one; and when to reward, discipline, and even fire customers.
• Explains how business-to-business relationships differ fundamentally from those with consumers, and presents a process for the planning of these different customer relationships.
• Explores the impact of technology on marketing, and how advances in technology can help companies bond more tightly with their customers.
• Expands the concept of a company's relationships beyond those with customers to include employees, suppliers, investors, and other important links in the "chain of relationships."
• Features numerous examples of best practices from leading-edge relationship marketing companies.

Relationship marketing is not just a "fad of the month." Rather, it affects the entire enterprise and all its stakeholders. This book describes how to link and align various groups and initiatives within the company — technology, people, business processes, and customer knowledge — in order to bond more intensely with your customers and create new value with them.

Reader Reviews
This is a book for the initiated. It is useful to professionals that are confronting the delicate task of making their companies "Customer-focused". It is dense at times and uses excellent and appropriate terminology with extensive good use of references; it provides the reader a wealth of techniques, however sketchy some may seem, and glimpses of successful methodologies. It will be very useful for those that are participating in the building phase of CRM (Customer Relationship Management) and CRM-related projects, developing mass customization strategies, or simply considering how to go about building a case for a customer-focused initiative within their company for upper management. Although it develops its central theme, it will require additional sources, if you are to implement some of its recommendations. One of the strongest chapters is the one that deals with "Technology for Relationship Marketing". It really gives an insight on what this new concept of "total integration" at data base level really means, and draws directly from a quoted and very knowledgeable source (Terry G. Vavra). If you are working on this area, it will provide you with an extensive view of the field.