Creating a Company for Customers
How to build and lead a market driven organisation
Malcolm McDonald, Adrian Payne, Martin Christopher, Simon Knox
Résumé
- interviews with the CEOs of major organizations on pan-company marketing
- preface from Sir Michael Perry, President of the Marketing Council
- case studies from top companies which are putting into practice the principles of pan-company marketing.
Contents
Overview
- Why are you in business' The value-driven CEO
Managing value-creating processes
- Getting back to basics: the market understanding
process
- Building bridges: the relationship management
process
- Customer solutions, not product features: the
innovation process
- Breaking down the boundaries: the supply chain
management process
- Competing through information: the knowledge management process
Delivering customer value
- Keeping customers satisfied: maximizing marketv
potential
- Creating consonance: positioning and branding the
organization
- Delivering the goods: creating stakeholdres value
L'auteur - Malcolm McDonald
Professor Malcolm McDonald MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
L'auteur - Adrian Payne
Professor Adrian Payne PhD MSc MEd FRMIT FCIM is Director of the Centre for CRM and Professor of Services & Relationship Marketing at Cranfield University. He has a special interest is using executive education to help top management implement their business strategy. He gives keynote presentations, runs workshops and consults globally in CRM, marketing strategy and customer retention strategies. His previous appointments include positions as a chief executive and senior management positions in strategic planning and marketing.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Financial Times |
| Auteur(s) | Malcolm McDonald, Adrian Payne, Martin Christopher, Simon Knox |
| Parution | 01/01/2001 |
| Nb. de pages | 214 |
| Format | 15,5 x 23,5 |
| Couverture | Relié |
| Poids | 587g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780273642497 |
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