Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever - Hardcover

Gordon, Ian H.

Hardcover

ISBN 10: 0471641731 ISBN 13: 9780471641735

Publisher: Wiley, 2000

Synopsis

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' needs 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.

About this title

About the Author

Ian Gordon is a management consultant with over twenty years of marketing and strategy experience. He is President of Convergence Management Consultants in Toronto where he heads the firm's Relationship Marketing-CRM practice, assisting clients to develop Relationship Marketing strategy and plan its implementation. His clients include firms of varying sizes in different industries. He has worked with companies such as Alcan, Apple, Canada Post Corporation, Chysler, Compaq, Ethyl Corporation, General Electric, Goodyear, IBM, Kodak, Mitel, Nortel Networks, Ontario Power Generation, Toshiba, and Xerox.

He was formerly a senior partner with Ernst & Young, Toronto, where he led the marketing, research, and strategy practice, and that firm's focus on serving technology and manufacturing companies. He has also held senior management positions in multinational consumer products and software marketing companies.

Ian was the first President and one of the founders of the Association for the Advancement of Relationship Marketing (AARM). He has chaired and addressed numerous conferences on the subject of Relationship Marketing in the US and Canada. He is the author of Beat the Competition: How to Use Competitive Intelligence to Develop Winning Business Strategies (Basil Blackwell, 1989), and over 80 articles that have appeared in leading North American and Pacific Rim magazines. He is an Electrical Engineer, MBA, Past-President of the Industrial Marketing and Research Association of Canada, and for over 15 years, lectured on marketing to undergraduate and MBA students at York University in Toronto. 

From the Back Cover

RELATIONSHIP MARKETING

New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever

"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 fluff...simply 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 

From the Inside Flap

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' needs 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.

Edition details

• Publisher: Wiley
• Publication date: 2000
• Language: English
• ISBN 10: 0471641731
• ISBN 13: 9780471641735
• Binding: Hardcover
• Edition number: 1
• Number of pages: 336