客户与品牌间关系建立

作　者：	Paul Temporal
出版社：	吉林长白山
丛编项：
版权说明：	本书为公共版权或经版权方授权，请支持正版图书
标　签：	暂缺

ISBN	出版时间	包装	开本	页数	字数
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作者简介

　　Dr Paul Temporal is a leading global expert on brand creation， development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments， and is well known for his practical and results-o

内容简介

Provides a fresh， international perspective on building customer relationships and building brand equityCustomer relationship management （CRM） is one of the hottest topics in strategic branding worldwide， and， as the authors of this groundbreaking book demonstrate， the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management， Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.Paul Temporal， PhD （Singapore）， is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation， development， and management. Martin Trott （Malaysia） is ...

图书目录

Acknowledgments

Preface

1. CRM and Brand Value

2. CRM Explained

BARCLAYS BANK: Getting personal

PaN PACIFIC HOTEL: Reading customers' minds

SMALL BUSINESS SERVICE BUREAU: Pushing power to the point of interaction

BENEFICIAL LIFE INSURANCE COMPANY: Getting a single view of the customer

3. Brand-building Benefits of CRM

MERCEDES-BENZ: Design and launch of the new "M" class off-roader

BRITISH AIRWAYS: Building brand loyalty with CRM

4. Organizing for Brand Management and CRM

SONY (INDIA): Case history

Internal CRM in a retail store

5. Building Brand Value through Customer Profitability

THE CONCOURSE SECURITIES CO.: Understanding your customer base

6. Implementation Strategy

EXABYTE CORPORATION: Faster response to customer orders

TESCO PLC: Building brand leadership with CRM

BOOTS THE CHEMIST: World-class CRM in action

7. Making Your Brand More Customer-focused

EON, MALAYSIA: Brand repositioning in the motor industry

8. Final Steps and Touches

PROVISIONSHOP/NESTLE: Business-to-business CRM

9. New Media: The Challenges for Branding and CRM

CARPHONE WAREHOUSE: Extending the Brand Experience via the Web

FORD UK: Creating a Seamless Brand Experience

ist4me plc: Hi/thch hi/touch Branding on the Internet

SONY (AUSTRALIA): Launching a New Product on the Internet

10. Romancing Your Customer: Are You Ready?

Index