Romancing the Customer: Building Power Power Relationships Between Customer and Brand Equity - Hardcover

Temporal, Paul; Trott, Martin

Hardcover

ISBN 10: 0471846155 ISBN 13: 9780471846154

Verlag: John Wiley & Sons (Asia) Pte Ltd, 2001

Inhaltsangabe

Provides a fresh, international perspective on building customer relationships and building brand equity Customer 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 Managing Director of Relationship Marketing International.

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Über die Autorin bzw. den Autor

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--orientated approach resulting in record year on year profit increases for many clients. He is also the author of best--selling branding books, Corporate Charisma, Strategic Positioning, Branding in Asia and Hi--Tech Touch Branding, and is highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore. He can be contacted at ptemporal@brandingasia.com Martin Trott's career began in the 1970s with a blue--chip financial services organization in the UK. His career history spans customer services, finance, information technology, strategic planning, call center management, corporate purchasing and marketing. Martin was an early adopter of relationship marketing techniques in the mid--1990s, and in 1996, he moved to Asia to work as Managing Director of Relationship Marketing International, and agency specializing in Customer Relationship Management (CRM) and Strategic Partnering. In 2000, Martin returned to the UK and is now working as Marketing Director for an e--commerce venture.

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Romancing the Customer
Maximizing Brand Value Through Powerful Relationship Management

"This book is an excellent exploration of the area of CRM. It is practical, yet insightful, and establishes that CRM is too crucial a discipline for marketers to ignore in this new century. It takes away some of the "where do I start?" feeling, and helps in setting direction and action." John Goodman, President, OgilvyOne Asia-Pacific

"In Romancing the Customer, Paul Temporal and Martin Trott have provided a timely and insightful contribution in an easy-to-read and how-to-do-it style. Supported by a wealth of contemporary and helpful advice, this book offers the tools to enable practitioners to turn CRM theory into profitable reality." Professor Laurie Wood, University of Salford, Past Chairman, Chartered Institute of Marketing.

"Brand and CRM are sometimes regarded as two separate disciplines, but they should always be working hand in hand. CRM helps buils brands quickly and this expertly written book demonstrates exactly how effective it can be. It is a very powerful tool." Steve Jaggard, Director of Strategy, The Point Organization

"Paul Temporal is a leader in the field of branding. When he speaks I listen carefully, and when he writes I absorb every word. In this book, Romancing the Customer, he shares his experience and gives new insights into the explosive and important area of customer relationship management (CRM). It is an invaluable and indispensable book for anyone interested in building their brands and keeping their customers happy." James R Gregory, CEO, Corporate Branding LLC, Author of Marketing Corporate Image and Leveraging the Corporate Brand

The consumer market is a fickle place where even the most stable of relationships can falter. So how do you keep your customers loyal, increase your market share and build the value of your brand? The key lies here. Dr Paul Temporal and Martin Trott draw on their extensive international experience to reveal the secrets of successful brand building through customer relationship management (CRM).

The book id filled with practical tips and checklists to ensure an enduring and meaningful relationship with your customers and long-term affection for your brand.

Case studies from around the world include:

• Barclays Bank
• Boots
• British Airways
• Ford
• its4me plc
• Mercedes-Benz
• Nestle
• Pan Pacific Hotel Group
• Sony
• Tesco

The techniques and advice given in this book are indispensable for all companies, regardless of size or industry, and will help you to

• Build brand value quickly
• Attract and retain customers
• Gain market share
• Earn more profits
• Strengthen brand loyalty
• Extend value to investor relations
• Motivate staff
• Develop better products
• Achieve unbeatable levels of customer service

This is the ultimate guide to building a lasting and sizzling love affair with your customers.

Details zur Ausgabe

• Verlag: John Wiley & Sons (Asia) Pte Ltd
• Erscheinungsdatum: 2001
• ISBN 10: 0471846155
• ISBN 13: 9780471846154
• Einband: Tapa dura
• Sprache: Englisch
• Anzahl der Seiten: 228
• Kontakt zum Hersteller: Nicht verfügbar