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Don't Just Relate - Advocate!: A Blueprint for Profit in the Era of Customer...
by Urban, Glen | HC | VeryGood
US $12,46
Ca.EUR 10,72
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eBay-Artikelnr.:197201057740
Artikelmerkmale
- Artikelzustand
- Sehr gut
- Hinweise des Verkäufers
- Binding
- Hardcover
- Weight
- 0 lbs
- Product Group
- Book
- IsTextBook
- Yes
- ISBN
- 9780131913615
Über dieses Produkt
Product Identifiers
Publisher
Wharton School Publishing
ISBN-10
0131913611
ISBN-13
9780131913615
eBay Product ID (ePID)
45027193
Product Key Features
Book Title
Don't Just Relate-Advocate! : a Blueprint for Profit in the Era of Customer Power
Number of Pages
256 Pages
Language
English
Publication Year
2005
Topic
Marketing / General, Customer Relations, Strategic Planning
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
0.9 in
Item Weight
15.2 Oz
Item Length
6 in
Item Width
9.3 in
Additional Product Features
Intended Audience
Trade
LCCN
2005-923280
Reviews
"Congratulations to Glen Urban for moving 'best marketing practice' up a notch. Companies will gain more in the long run by helping their customers make wise choices than in pushing them into purchasing their products. Establishing a reputation for customer trust, transparency, and advice will be the new differentiator." - Phil Kotler, "Congratulations to Glen Urban for moving ' best marketing practice' up a notch. Companies will gain more in the long run by helping their customers make wise choices than in pushing them into purchasing their products. Establishing a reputation for customer trust, transparency, and advice will be the new differentiator." - Phil Kotler, "Congratulations to Glen Urban for moving 'best marketing practice'up a notch. Companies will gain more in the long run by helping their customers make wise choices than in pushing them into purchasing their products. Establishing a reputation for customer trust, transparency, and advice will be the new differentiator." - Phil Kotler
Dewey Decimal
658.812
Table Of Content
Acknowledgments. About the Author. 1. Now Is the Time to Advocate for Your Customers. Watch Out for Growing Customer Power! How Should Your Company Respond? Building Advocacy. What Is New Here? The New Tools Work Well. The Paradigm Is Shifting-Pioneers Will Gain Advantages. What You Will Learn in This Book. 2. The Internet Creates Customer Power. The Internet Is Pervasive. The Travel Revolution. Sources of Customer Power. Auto Buying-It Is Not Your Father's Buying Process. Customer Power Is Healthy. Power Has Been Granted. 3. The Balance of Push and Trust Is Shifting. The Balance between Push/Pull and Trust/Advocacy. The Balance Is Shifting in the Travel Industry. In Automobiles the Shift Is to Trust. Health-The Need for Trust Is Increasing. Power, Balance, and Impact. 4. Customer Power Is All Around You. Industries Are Changing Dramatically. Converging Forces Are Amplifying the Impact of the Customer Power Shift. The Paradigm Is Shifting. 5. Theory A-The New Paradigm. Rules of Traditional Push/Pull Marketing. The Mcgregor Revolution in Organization Theory and Its Analogy in Marketing. Rules of Marketing Based on Theory A. Antecedents of Theory A. Advocacy in Marketing Leads to Advocacy-Based Management. 6. Where Are You Positioned on the Trust Dimensions? Where Are You Positioned on the Overall Trust Dimension? Where Are You Positioned on the Trust Components? 7. Is Advocacy for You? Does Advocacy Fit You? Building an Advocacy-Based Strategy. Evolutionary Strategies. 8. Tools for Advocacy. Building the Foundation of the Advocacy Pyramid. The Dream Versus Reality in CRM. Continuous Learning to Build Trust and Cross-Channel Coherence. Building Trust with a Virtual Trusted Advisor. "Listen In" to Learn Customer Needs. Building a Virtual Advocate. New Tools Are Emerging. 9. Questions and Answers about Customer Advocacy. Will Customer Advocacy Really Work? Can You Trust Your Customers? What Is the Role of Advertising in a World of Customer Power? How Widely Can You Apply Customer Advocacy? Is Customer Advocacy Really a Paradigm Shift? 10. Moving to Advocacy. Empathize with Your Customers. Change the Culture of Your Company. People, Measures, Incentives, and Organization. Consistency and Coordination. Trust for All Stakeholders. Vision, Courage, and Passion. Building the Total Pyramid. 11. The Advocacy Imperative. What Is Most Important to Remember? The Future of Trust and Advocacy. The Advocacy Imperative-If You Do Not Do It, Your Competitors Will! The Advocacy Checklist. The Challenge of Customer Advocacy. Afterword: Author's Note. Index.
Synopsis
In today's environment companies need to go beyond relationship marketing" to be true customer advocates -- faithfully representing their customers' interests. Customer advocacy means providing customers and prospects with open, honest and complete information. It means talking with customers, not at them. In most companies, customer advocacy requires a massive transformation in both culture and process. In this book, MIT's Glen Urban covers the entire 'pyramid' of customer advocacy: the 'base' (starting with TQM and customer satisfaction initiatives); the 'middle' (relationship marketing); and the 'pinnacle': new advocacy techniques built on trust, not coercion. Companies from GM to Intel, Qwest to John Deere are beginning to recognize the urgent importance of customer advocacy. Urban reveals what they're trying, and what challenges they're up against -- and identifies crucial lessons for earning the customer trust needed to thrive in today's radically changed business environment., To succeed, business leaders must learn to provide customers and prospects with open, honest, and complete information. Urban identifies crucial lessons for earning customer trust in today's radically changed business environment., Have you ever wondered what your dog is thinking? Meet one funny dog--Enzo, the lovable mutt who tells this story. Enzo knows he is different from other dogs: most dogs love to chase cars, but Enzo longs to race them. He learns about racing and the world around him by watching TV and by listening to the words of his best friend, Denny, an up-and-coming race car driver, and his daughter, Zoë, his constant companion. Enzo finds that life is just like being on the racetrack--it isn't simply about going fast. And, applying the rules of racing to his world, Enzo takes on his family's challenges and emerges a hero. In the end, Enzo holds in his heart the dream that Denny will go on to be a racing champion with his daughter by his side. For theirs is an extraordinary friendship--one that reminds us all to celebrate the triumph of the human (and canine) spirit. This is a special adaptation for young people of the acclaimed New York Times bestselling adult novel The Art of Racing in the Rain.
LC Classification Number
HF5415.5.U73 2005
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- e***- (122)- Bewertung vom Käufer.Letzter MonatBestätigter KaufUnfortunately I received a damaged book, the item and the package both were damaged and it was clearly evident its appearance that it happened during transit. The seller was very understanding and gave me a full refund for the damaged book, though it was no fault of their own. Other than the damage, the book was as described, the quality and condition aside from the damaged spot was like new. The cost of the book was reasonable. I would definitely purchase from the seller again.
- v***v (2107)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufAlthough this book was not as described, with no picture of it in the listing, the seller communicated well and quickly gave me a full refund while letting me keep it. The minimal packaging left the book a bit vulnerable (typical for ThriftBooks), but it did arrive safely and timely. As usual, it’s hit or miss with this seller, but often times you can get great values, and their customer service is always very good. Many other sellers with millions of transactions don’t even communicate.How to chalk talk, by Harlan Tarbell (Nr. 197064259889)
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Beliebte Kategorien in diesem Shop
Verkäuferbewertungen (5.893.569)
- e***- (122)- Bewertung vom Käufer.Letzter MonatBestätigter KaufUnfortunately I received a damaged book, the item and the package both were damaged and it was clearly evident its appearance that it happened during transit. The seller was very understanding and gave me a full refund for the damaged book, though it was no fault of their own. Other than the damage, the book was as described, the quality and condition aside from the damaged spot was like new. The cost of the book was reasonable. I would definitely purchase from the seller again.
- v***v (2107)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufAlthough this book was not as described, with no picture of it in the listing, the seller communicated well and quickly gave me a full refund while letting me keep it. The minimal packaging left the book a bit vulnerable (typical for ThriftBooks), but it did arrive safely and timely. As usual, it’s hit or miss with this seller, but often times you can get great values, and their customer service is always very good. Many other sellers with millions of transactions don’t even communicate.How to chalk talk, by Harlan Tarbell (Nr. 197064259889)
- 5***i (71)- Bewertung vom Käufer.Letzter MonatBestätigter KaufArrived on time. Packaging was lacking, product damaged in two places during shipping due to inadequate padding within the packaging. I can live with it seeing as I don't want to hunt down and pay for another copy... Item was as described minus the damage to the spine of the book in one place from the thin plastic wrapping not providing any rigidity or padding. This is the first time I have encountered this problem with this Fantastic seller. Excellent value. Thank you