Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness.
Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.
Section - ONE: Changing landscapes;
Chapter - 01: Developments in society;
Chapter - 02: Why do companies fail?;
Chapter - 03: Orientations;
Chapter - 04: Marketing and sustainability: Separating facts from fiction;
Section - TWO: Knowing your own company;
Chapter - 05: Digital marketing and research;
Chapter - 06: Systems and customer-centricity;
Section - THREE: Building relationships;
Chapter - 07: How stakeholders make buying decisions;
Chapter - 08: Users and/or customers?;
Chapter - 09: The sustainable customer;
Chapter - 10: Acquiring, retaining and satisfying customers;
Chapter - 11: Communities and networks;
Section - FOUR: Marketing planning;
Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
Chapter - 15: Resource allocation: Monitoring, evaluation and control;
Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
Section - FIVE: The marketing mix;
Chapter - 17: Communications;
Chapter - 18: Convenience for customers;
Chapter - 19: Customer benefits;
Chapter - 20: Cost or sacrifice;
Chapter - 21: Services and sustainability;
Section - SIX: What does the future hold?;
Chapter - 22: What does the future hold?
