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Anna Balashova What to do with Unprofitable Customers. Customer Lifetime Value, Metrics of Adverse Behavior, and Feasible Strategies for Managing Customers

Bachelor Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Münster, language: English, abstract: In this paper, I analyze how customer metrics like Customer lifetime value (CLV) are linked to strategies for managing unprofitable customers. Valuing customers or their behavior, respectively, has become an indispensable issue for any commercial activity. When determining causes and reasons of the customers' contribution to firm value or performance, the customer base usually is analyzed and evaluated, whereas profitable and unprofitable customers are identified. Especially the subject of unprofitable customers, the methods to single them out and their input on the firm's financial performance have been thoroughly discussed in the literature. Because regular financial metrics have restricted diagnostic potential, relying on customer metrics appears more suitable for determining customer's profitability. There are diverse methods for evaluating customers, such as previous period customer revenue, past customer value, customer lifetime duration and customer lifetime value (CLV). CLV examines customer profitability from a prospective perspective, foreseeing future customer behavior and discounting future cash flows. CLV and its measurement models, depending on the kind of customers and products obtained by the company, provide a basis for strategic and tactical d...

2214 РУБ



Silvance Onyango Abeka Corporate Customers Acceptance of Internet Banking. A Case Study East African Trade Finance

It is increasingly more interesting to the bank managers to understand what is important to customers when it comes to Internet banking, and especially banking conducted by the customers themselves. Corporate customers and Internet banking have been studied very modestly in the past, especially the decision-making factors that drive customers to go online.The purpose of this research is to identify the factors that influence corporate customer's adoption of Internet banking services in Kenya, Uganda, Tanzania and Rwanda. The hypotheses are empirically evaluated by the use of Trade Finance customers of an East African bank that serves as a target sample.The Technology Acceptance Model (TAM) is the primary basis for the study. The information gathered from former studies that are mainly concentrating on private customers, acts as a foundation for the development of an extension of TAM that is suitable for corporate customers. The study involves 137 respondents from Kenya, Uganda, Tanzania and Rwanda. Due to the quantitative nature of the study, the results are analysed with statistical measures which include the use of SPSS in order to carry out regression analysis.

6739 РУБ



Marsha Collier The Ultimate Online Customer Service Guide. How to Connect with your Customers Sell More!

Make your online customers happy—and create new ones—with this winning guide Social media gives you an unparalleled vehicle for connecting and engaging with an unlimited number of customers. Yet this vehicle is different than other, more impersonal forms. With social media, reps become part of their customers lives. They follow back. They handle complaints immediately. They wish customers «happy birthday.» They grow their brands by involving themselves in communities. The Ultimate Online Customer Service Guide gives you the keys to authentic and engaged service to customers through social media. Using a blend of case studies, a primer on classic online customer service, and instructions on how to execute quality customer service, this book enables you to access the opportunities that social media presents as a means of serving customers. Authentically use social media to connect with customers to boost your bottom line Attract new customers through your online presence Achieve higher GMS (Gross Merchandise Sales) with quality customer service Social media gives you a new and growing realm to distinguish your business. Create a productive presence in this interactive space with The Ultimate Online Customer Service Guide.

1643.97 РУБ



Katy Fletcher The Pet Care Business O Customer Loyalty Formula. 5 Steps to Launch Your Mobile App in 60 Days or Less and Keep Customers Coming Back for More.

Keep your customers coming back for more! Put mobile technology to work serving your loyal customers while growing your pet care services business. Yes, you can do it! Your customers have gone mobile and so should you. Utilize your own custom business mobile app to create an awesome customer service experience for your devoted pet parents who want the best for their pet families.

1189 РУБ



Silvance Onyango Abeka An investigation of factors influencing corporate customers acceptance Internet banking

Master's Thesis from the year 2009 in the subject Computer Science - Internet, New Technologies, grade: B, , course: MBA (INFORMATION TECHNOLOGY), language: English, abstract: It is increasingly more interesting to the bank managers to understand what is important to customers when it comes to Internet banking, and especially banking conducted by the customers themselves. Corporate customers and Internet banking has been studied very modestly in the past, and especially the decision-making factors driving customers to go online.The purpose of this research is to identify the factors that influence corporate customers adoption of Internet banking services in Kenya, Uganda, Tanzania and Rwanda. The hypotheses are empirically evaluated by using Trade Finance customers of an East African bank as the target sample.Technology Acceptance Model (TAM) is the primary basis for the study. The information gathered from former studies that are mainly concentrating on private customer acts as a foundation for building an extension of TAM suitable for corporate customers.Due to the quantitative nature of the study, the results are analysed with statistical measures. The analysis reveals that corporate users are not motivated by the same factors as private users. In order to become Internet banking customers, it is extremely important for corporate users to have a system that is easy to use and operate with full support from the bank.

5989 РУБ



Ira Robinson How To Get More Customers. Better Business Builder Series Book 2

Do you have a business ? Do you want more customers to come to your business ? Do you know how to get that done ? Many businesses do not have a clue how to effectively push customers to make the move to contact them, let alone make that customers buy from them, again and again. Within the pages of this essential guide, you will find all of this and more ! - what you can do to literally force customers to choose you over any other - the single most important factor in your business, and why you are failing at doing it. - the 5 key areas of your business you can improve to effectively double your profits - what you can do, to bring in more customers without spending a dime If you want to gain more business, and make better use of your time and money. If you want to know exactly what to do to make customers come through your door, You need this book right now! Start taking advantage of the strategies within. With it, you can and will your business to new heights !

964 РУБ



Frank Eliason At Your Service. How to Attract New Customers, Increase Sales, and Grow Business Using Simple Customer Service Techniques

A guide to refocusing your business on those who matter most: customers and employees. Technology and social media tools have made it easier than ever for companies to communicate with consumers. They can listen and join in on conversations, solve problems, get instant feedback about their products and services, and more. So why, then, are most companies not doing this? Instead, it seems as if customer service is at an all time low, and that the few companies who are choosing to focus on their customers are experiencing a great competitive advantage. At Your Service explains the importance of refocusing your business on your customers and your employees, and just how to do it. Explains how to create a culture of empowered employees who understand the value of a great customer experience Advises on the need to communicate that experience to their customers and potential customers Frank Eliason, recognized by BusinessWeek as the most famous customer service manager in the US, possibly in the world, has built a reputation for helping large businesses improve the way they connect with customers and enhance their relationships At Your Service will appeal to leaders, managers, business owners, customer service professionals, and anyone who wants to learn how to add value to their organization.

1643.97 РУБ



Amy Roche The Retail Experiment

Have you been spending more than ever on marketing, but feel like your customers are responding less?Have you been generous with your customers, giving them bigger discounts, loyalty programs, the best-trained staff and helpful emails, but it still doesn’t seem to be enough? Do you know the retail environment has changed, but you’re not sure how to respond?Customers across all industries have changed dramatically in recent years, but many retailers have failed to understand or keep up. Retailers who don’t respond to the new problems of their customers will quickly be left behind. In this groundbreaking book about winning back the modern customer, Amy Roche describes the ‘experiments’ she performed in her own retail store. In The Retail Experiment you’ll learn how to: leave behind old retail methods that no longer work understand, value and engage with the modern customer evaluate and capitalise on the changed shopping environment market to and communicate with customers make your store an exciting place to visit appeal to the emotions of your customers successfully position your business in the ‘experience economy’.Amy examines winning strategies, pitfalls and fails, and the five strategies she discovered that drew customers in like magnets, increasing visitation, sales, and overall engagement.

2002 РУБ



Oliver Lonicer Customer Selection

Inhaltsangabe:Abstract: “In the real world, all customers are not created equal.“ This allusion to the Declaration of Independence captures a recent realisation of many companies - different customers represent different values to a company. In fact, many companies are discovering that a large percentage of their customers are generating losses. XY Insurance is among those companies that recently discovered a considerable portion of unprofitable customers in their current book of business. This was identified as a major problem, especially considering the fact that the company is converting to a publicly traded stock company. Given the necessity to produce shareholder value, senior management realised that it would be indispensable to ensure the profitability of its accounts. One of the factors underlying this problem at XY is the lack of a screening process to ensure the selection of customers with whom a profitable relationship can be built. To address this need, XY's senior management decided that it would be necessary to develop a tool that enables the sales staff to evaluate customers, and ultimately, to select customers based an this assessment. The objective of this study is the development of a screening tool which can be used as a basis for the selection of XY's customers in the company's arge case segment. The development of the tool is limited to one of the company's segments because the customers as well as the products differ greatiy by segment. T...

4702 РУБ



Bernd H. Schmitt Experiential Marketing. How to Get Customers Sense, Feel, Think, ACT, R

Книга "Experiential Marketing. How to Get Customers to Sense, Feel, Think, ACT, R".

1479 РУБ



Muhammad Arif Khan, Saqib Saeed Khan How Apoteket AB can retain its customers after de-regulation.

To study how Apoteket AB can retain its customers after the government decision to implement de-regulation in Swedish pharmaceutical market. Apoteket AB was the only state-owned pharmacy for more than 38 years but now they are in competition with other pharmacy operators including supermarkets and gas stations. The main purpose of this study is to find out those vital factors which are important to customers in selecting pharmacy operators for buying prescription and non-prescription products.

9064 РУБ



Philip Kotler Marketing 3.0. From Products to Customers the Human Spirit

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 Ps of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

1643.97 РУБ



Jill Griffin Customer Winback. How to Recapture Lost Customers--And Keep Them Loyal

Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. In todays hyper-competitive marketplace, no customer retention program can be entirely foolproof, but with this guide gives you todays best methods for winning back those customers you simply cant afford to let go.

3009.42 РУБ



Value Proposition Design: How to Create Products and Services Customers Want

The authors of the international bestseller Business Model Generation explain how to create value propositions customers cant resist. Value Proposition Design helps you tackle a core challenge of every business - creating compelling products and services customers want to buy. This practical book, paired with its online companion, will teach you the processes and tools you need to succeed. Using the same stunning visual format as the authors global bestseller, Business Model Generation, this sequel explains how to use the Value Proposition Canvas a practical tool to design, test, create, and manage products and services customers actually want. Value Proposition Design is for anyone who has been frustrated by business meetings based on endless conversations, hunches and intuitions, expensive new product launches that blew up, or simply disappointed by the failure of a good idea. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that wont work. Youll learn the simple but comprehensive process of designing and testing value propositions, taking the guesswork out of creating products and services that perfectly match customers needs and desires. Practical exercises, illustrations and tools help you immediately improve your product, service, or new business idea. In addition the book gives you exclusive access to an online companion on Strategyzer.com. You will be able to complete interact...

2902 РУБ

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Katrin Irene Roebbeling Eventually, you will bond for life

Inhaltsangabe:Abstract: Changing market conditions have made it tougher on companies to stay competitive. Long-term customer bonding can provide a competitive advantage. Today's customers' wishes have put forth the need for experience marketing though. This trend has to be taken into account when planning on bonding with customers. One way to create a platform for experience is event marketing. This final thesis focuses specifically on the use of events with regard to customer relationship bonding. In this study, an answer will be provided to the following problem statement. Event marketing supports bonding by providing an opportunity for direct and personal contact between a company and its customers. Furthermore, customers are offered the possibility to experience a company and its products in a pleasurable surrounding. Events can either be business- or leisure-oriented, depending on the overall character of the event. Events provide a variety of advantages to both the company and its customer, ranging from cross-selling and exchange of information to risk and cost reductions. Event marketing integrates in the modern concept of customer relationship marketing by opening a constructive dialogue between the customer and the company. Customer relationships are built on trust which can be established by creating a special bond between a company and its customers. These bonds can exist on various levels and not all customers are suited for long-term bonding. To insure th...

9364 РУБ



Mo Elnadi Production and Operations Management Assignment

Examination Thesis from the year 2009 in the subject Business economics - Business Management, Corporate Governance, grade: 78/100, The University of Surrey (Surrey University), course: Production and Operations Management MBA P/T, language: English, abstract: Operations strategy can be defined as the strategic decisions and tactics which set the role, objectives and activities of a firm. It derives from the firm's capabilities, resources and processes, seeking to deliver competitive advantage to winning customers through meeting their needs. Competitive factors that are significant in winning customers' business are order winners. Improvements of these factors will likely result in gaining more business to the firm. In order for a firm to have a competitive advantage, it must understand and provide products and services whose factors create order winners for its customers. As a precursor, factors which customers have a certain minimum expected level from are defined as order qualifiers that firms should conform to. Therefore business decisions should be thought of in terms of order winning and order qualifying criteria, designed to win customers and drive business growth to the firm.A firm can outperform rivals only if it can establish a difference that it can preserve. This could be delivering great value to customers or creating comparable value at a lower cost, or both. Such differentiation arises from both the choice of performance objectives activities and how t...

1702 РУБ



Joel Urbany, H. Davis James, James Grow by Focusing on What Matters. Competitive Strategy in 3 Circles

Growth and competitive advantage are about effective positioning.Building effective positioning is challenging today for fi rms facing newand stronger competition, volatile and uncertain markets, and shiftingcustomer desires and demands. The 3-Circle model facilitates speed ofunderstanding and action by focusing attention on the most critical strategyconcepts in this uncertain environment. Growth strategy emerges inthe model from systematically addressing four key strategy directives in adeep and disciplined way:1. defi ne, build, and defend the unique value you create for customers;2. correct, eliminate, or reveal value that is failing customers, whichthey're not aware of;3. potentially neutralize the unique value created for customers bycompetitors;4. explore and exploit new growth opportunities through deep understandingof customers' unmet needs.

4427 РУБ



Jamie Summers Socially Intelligent Selling. The Ground-Breaking way to Close Less and Win More

Why do some people consistently smash their sales targets every month without breaking a sweat, while others slog every working hour and still struggle to hit their numbers?What enables some people to attract quality prospects and convert them into paying customers after one easy conversation, while others spend hours chasing and chatting to “time-wasters”?How do some people quickly build trust and effortlessly influence their customers to buy, while others resort to gimmicks, sales tricks and manipulative closing techniques to clinch the deal?The answers are in this book.READ SOCIALLY INTELLIGENT SELLING TO: Boost your sales without increasing your marketing budget Raise revenue by converting more potential customers into actual customers Sell more to your existing customers and clients Anticipate exactly what your customers need, want and wish for Skilfully up-sell and cross-sell to boost your revenue Stop closing sales and start opening relationshipsThe concepts, tools and techniques Jamie shares are so brilliantly simple you’ll be wondering if you’ve missed the complicated bit. You haven’t. When you read this book, you’ll realise you’ve known the answers all along.

1939 РУБ



geb. Weiler Marion Maguire A Case Analysis - Exploring Customer Attitudes on BMW

Inhaltsangabe:Abstract: Giving the powerful means of branding and brand-based differentiation for creating and sustaining a competitive advantage especially in highly competitive markets such as the automobile market, this study explores brand attitudes of existing and potential customers towards the brand BMW. Moreover, this study analyzes the level and source of customer satisfaction as well as the level and source of customer loyalty of existing and potential customers. While this study considers five different factors for the degree of customer satisfaction, there is only one factor considered for the degree of brand loyalty. The factors considered for customer satisfaction are perceived customer service, perceived quality, perceived innovation, perceived technology and perceived price, while the factor considered for brand loyalty is customer satisfaction itself. The analysis of brand loyalty distinguishes between repurchase loyalty and attitudinal loyalty, former being analyzed for existing customers and latter being analyzed for potential customers. The results indicate that (1) BMW has a high level of awareness, both in recognition and recall, (2) the image of BMW is favorable, strong and relevant, and (3) BMW is mainly associated with performance and style by existing customers and status by potential customers. Despite these overall positive results, weaknesses were identified, that contain opportunities for BMW. The regression analysis indicated that there is a str...

6052 РУБ



Bob Kelleher Customer Experience For Dummies

Gain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Todays business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises. The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. Youll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more. Gives you the tools you need to target customers more precisely Helps you implement new social and mobile strategies Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels Explains how a fully-engaged customer can help you outperform the competition Learn how to respond effectively to customer feedback Your brands reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.

1778.39 РУБ




Super professionel med stærke visioner og drive - super spændende og interessant at mødes med

Senegal - Wikipedia

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Master's Thesis from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1, University of applied sciences, language: English, abstract: This Master Thesis presents findings with regard to the stated discrepancy by means of a literature analysis and qualitative research in the form of focus groups. The research objective is to investigate customers' and marketing professionals' attitudes towards the discipline and how knowledge and/or experiences contribute to a positive or negative perception of marketing. The results suggest that customers are aware of the tactics used by marketers to deliberately mislead their target groups. Consequently, customers develop negative attitudes towards persuasive marketing efforts.This thesis highlights the gap between laypersons' negative perception and marketing academics' added-value perception towards the discipline. In order to overcome this discrepancy, marketers need to consider customers' scepticism as a compass and address positive impacts of marketing on customers and society.Customers have gradually started emphasising on emerging marketing practices that seem to harm individuals, societies and the environment. However, marketing scholars believe that marketing has positive impacts and creates values and satisfaction for all stakeholders.

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Praise for How to Deal with Difficult Customers «The application of the ten key strategies in this book will help every sales professional learn how to deal with the truly difficult and how to avoid creating unnecessary difficulties. Its written with the same wit, humor, and inspiration that have made Andersons prior books so effective.» –Margaret Callihan, President, Chairman, and CEO, SunTrust Bank, Florida «Anderson knocks another one out of the park with How to Deal with Difficult Customers! The problem is real; Andersons solutions make sense and, as always, he makes you laugh in the process.» –Mike Roscoe, Editor in Chief, Dealer Magazine «I could not put this book down. Its a salespersons bible, offering clear and concise how-to advice. If youre in the selling profession and want to sell more, you should read this book . . . twice.» –Warren Lada, Senior Vice President, Saga Communications «An individual executing the ideas within this book will change their own life and their organization. No one has the gift like Anderson to articulate the importance character plays in maximizing potential.» –Mike Tomberlin, CEO, The Tomberlin Group «Throw out all your other sales manuals. Andersons new book will change the way you look at customers, the way your salespeople look at themselves, and, quite frankly, the way you look at the sales process.» –Dan Janal, President, PRleads.com «What are you waiting for? We all have difficult customers. If youre tired of leaving money on the table because you cant handle them, read this book. If your good customers are turning into difficult customers, read this book. If you want to deliver results year-in and year-out, read, re-read, and apply the lessons of this book.» –Randy Pennington, author, Results Rule!

1979.88 РУБ



Apurv Batra Room Capitalization to Customer

Research Paper (undergraduate) from the year 2007 in the subject Tourism, grade: A, University of Huddersfield, course: Revenue Management, language: English, abstract: Customers today are in a fast advancing world and are nowadays considered to be hotel's biggest asset. As without a demand there is no sense in running a hotel. Customers play a huge role in today's hotel industry, as hotels earn revenue from customers, hence they should be the focus to provide consistency with regards to business, and making them assets to the hotel. But by just making them assets to the hotel, it is not good enough for this ever changing industry and with the advent of technology the value of customers increase as it would also be easier to establish their current worth and plan for the future. Hence hotels would have to look beyond their customer's money, with a view of customers as a measure of their overall performance apart from their physical assets. This performance indicator namely REVPAC (Revenue per available customer) could be used to analyze the hotels revenue per customer with regards to its status in a market share and customer capitalization.The focus and importance of customers is therefore becoming a glaring significance in the hotel industry. Hotels with efficient customer relationship management systems are able to breach all sorts of customer related problems. With the ever increasing demand for rooms in India, the need to satisfy the customers with what is ava...

2714 РУБ



Brian Halligan Inbound Marketing, Revised and Updated. Attract, Engage, Delight Customers Online

Attract, engage, and delight customers online Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book contains the latest information about customer behavior and preferred digital experiences. From the latest insights on lead nurturing and visual marketing to advice on producing remarkable content by building tools, readers will gain the information they need to transform their marketing online. With outbound marketing methods becoming less effective, the time to embrace inbound marketing is now. Cold calling, e-mail blasts, and direct mail are turning consumers off to an ever-greater extent, so consumers are increasingly doing research online to choose companies and products that meet their needs. Inbound Marketing recognizes these behavioral changes as opportunities, and explains how marketers can make the most of this shift online. This not only addresses turning strangers into website visitors, but explains how best to convert those visitors to leads, and to nurture those leads to the point of becoming delighted customers. Gain the insight that can increase marketing value with topics like: Inbound marketing – strategy, reputation, and tracking progress Visibility – getting found, and why content matters Converting customers – turning prospects into leads and leads into customers Better decisions – picking people, agencies, and campaigns The book also contains essential tools and resources that help build an effective marketing strategy, and tips for organizations of all sizes looking to build a reputation. When consumer behaviors change, marketing must change with them. The fully revised and updated edition of Inbound Marketing is a complete guide to attracting, engaging, and delighting customers online.

1317.81 РУБ




Earn respect by being an expert. You will learn how to earn the respect and trust of your customers by being an expert in your business. You will discover how to always be on the lookout for new ideas, new information and new products that will help your customers grow their business. Benjamin Franklin's 13-week self improvement program will guarantee your success.

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Daniel Waisberg Google Analytics Integrations

Get a complete view of your customers and make your marketing analysis more meaningful How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You’ll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your customers and their behavior. Explains proven techniques and best practices for collecting clean and accurate information from the start Shows you how to import your organization’s marketing and customer data into Google Analytics Illustrates the importance of taking a holistic view of your customers and how this knowledge can transform your business Provides step-by-step guidance on using the latest analytical tools and services to gain a complete understanding of your customers, their needs, and what motivates them to take action Google Analytics Integration is your in-depth guide to improving your data integration, behavioral analysis, and ultimately, your bottom line.

1979.88 РУБ



Shep Hyken The Cult of the Customer. Create an Amazing Customer Experience That Turns Satisfied Customers Into Evangelists

In today’s competitive business climate, you can’t just satisfy your customers. You have to be better than that, giving them experiences that they won’t forget. Author Shep Hyken has spent twenty-five years studying great companies and the evangelists they create. In The Cult of the Customer, Hyken shows how to design a strategy that leads both customers and employees through five distinct cultural phases – from «uncertainty» to «amazement.» By presenting dozens of case studies that show how great companies made this journey, Hyken identifies the critical internal and external changes that allowed them to build a Cult of the Customer – and shows how you can do it too. Hyken’s message is both powerful and timely: the happier your customers and employees are, the more successful your company will be. The Cult of the Customer is your guide to creating a customer-focused culture that turns satisfied customers into customer evangelists.

2012.88 РУБ



Charles E. France Marketing Strategy for Small- To Medium-Sized Manufacturers. A Practical Guide Generating Growth, Profit, and Sales

Does this sound familiar? You've tried to grow your business but have produced less-than-desired results. You've learned that your working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products. It's very common that company executives do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors' advantages and disadvantages needed to build effective growth strategies. Based on 21 case studies and 126 reviews of manufacturers' sales and marketing practices, this book explains the common pitfalls so many companies experience, and it offers common sense, practicable, and affordable step-by-step "how to's" for cost and profitability analyses on products and customers. It will help you find prospective new customers, conduct smart market research, and decipher and use competitor intelligence. It also provides guidelines for determining the best combination of sales coverage for inside/outside sales and independent reps and for estimating the cost to implement sales, marketing, promotional, and growth strategies.

4289 РУБ



Noel Capon Managing Global Accounts

Managing Global Accounts will help you address the issues of dealing with global customers. As globalization takes hold several things happen; customers are more demanding and sophisticated, competition gets tougher, business is more complex and fast changing, and highly competent global account managers are in short supply. The managerial challenges of competing in a global world are more difficult in orders of magnitude than competing domestically. Life is especially tough when the corporation is not centrally focused on the global customer when corporate personnel across functions and around the world do not get it.To get it means understanding at a visceral level that success or failure with global customers maybe synonymous with success or failure of the entire enterprise. Unless all employees are focused in the firms relationship with its global customers, competitors that do get it will surpass them. Indeed, competitive advantage based on building global supplier customer relationships may be longer-lasting than competitive advantage based on products or services. Companies cancel products but they less easily cancel people, especially those that have served them well. But the promise of long-run sustainable competitive advantage can be secured only if the firm truly focuses in serving the global customer. No matter where they are located, all firm employees must understand they are competing in a global world and that success with global customers is the Holy Grail. T...

6464 РУБ



Swapna Menthula Factors Affecting Buying Decision of Customers. in Apparels Retailing

Research Paper (undergraduate) from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Dhruva College of Management, course: PGDM, language: English, abstract: In India retail industry is the largest among all the industries, the retail industry is upgrading itself providing with endless array for customer choices like changing life style, customers brand awareness depending on income level of customers. The retail industry in India is hailed as a sunrise sector and the value is estimated to increase from US $330 billion in 2007 to US$640 billion by 2015 i.e., almost double the value. The size of India's retail sector is currently estimated at around $450 billion and organized retail accounts for around 5% of the total market.We cannot take customers for granted because consumer buying behavior determines how consumer decides which product to buy and what all factors are responsible for the buying decision. The firm has to satisfy the needs and wants of a consumer.Hence the present study has been conducted to understand the impact of various factors viz. physical attributes, display, merchandise, sales people, and overall quality of store on customers' buying decision in Apparel Retailing.

1877 РУБ



Lilia Shirman 42 Rules for Growing Enterprise Revenue (2nd Edition). Go-To-Market Strategies That Increase Your Relevance to B2B Customers

Value is in the eye of the beholder. Do your customers see your value?Business buyers barraged with a ceaseless, deafening cacophony of banal marketing-speak learn to focus exclusively on information that is directly relevant to them right now. To engage buyers and grow enterprise sales, companies must create and demonstrate tangible and uniquecustomer relevance with every customer touch. In this time-crunched, information-overload reality:Customer relevance is the only way to generate customer interest and revenue growthCustomer relevance cannot be accomplished by a single functional groupThere is no silver bullet--you have to keep trying new things and testing new strategies42 Rules for Growing Enterprise Revenue provides practical ideas and proven strategies that boost B2B sales by making every aspect of your business more relevant to customers. The rules cover critical concepts, including:Making "Mattering to Customers" your company's core competencePursuing markets where you're most relevantCultivating Customer collaborationDefining value and relevance using the customers contextUsing solutions and industry specialization to increase relevancePutting customer relevance into practice through your sales channelsLilia Shirman, CEO of a highly respected Silicon Valley strategy consultancy, coach at Stanford University's Global Entrepreneurial Marketing program, and start-up investor and advisor, shares the best ideas and practices from her own and other e...

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