Secrets of Customer Relationship Management : It's All about How You Make Them Feel

by Barnes, James G.

• ISBN13: 9780071362535
• ISBN10: 0071362533
• Edition: 1st
• Format: Hardcover
• Copyright: 2000-01-01
• Publisher: MCG

Summary

"Many marketing people still pursue interactive sales solely for their immediate cash return rather than the contribution they can also make to brand values - hence 'loyalty' programmes which have nothing to do with real loyalty. No-one who has read this highly readable and significant book would ever make that expensive mistake." Sir Martin Sorrell, Chief Executive WPP GROUP PLC "A wise and thoughtful book by an author who understands to the core that customer relationship management is about human connections." Leonard L. Berry Distinguished Professor of Marketing, Texas A&M University, and author ofDiscovering the Soul of Service

Author Biography

James G. Barnes, Ph.D., is professor of marketing at Memorial University of Newfoundland. He founded Omnifacts Research Limited, one of Canada’s largest marketing research companies, and is executive vice president and chairman of the board of The Bristol Group of Companies, an integrated marketing communications and information consultancy with clients throughout North America and Europe. Dr. Barnes is the author of six books, including the best-selling textbook Fundamentals of Marketing (now in its ninth edition), and regularly delivers management courses and seminars in North America, Europe, Asia, and Australia. In 1997 he was named an inaugural winner of the Financial Post leaders in Management Education Award, and in 1999 he was elected a Fellow of the Professional Marketing Research Society.

Table of Contents

The Changing Nature of Marketing and Customer Service.

The Economics of Customer Relationship Building.

Customer Satisfaction: Necessary Precursor to Customer Relationship.

The Customer's Definition of Value.

The Nature of Relationships.

Building Long-Term Relationships.

What Small Firms Can Teach Us about Relationships.

Measuring the Equity in Customer Relationships.

Identifying Realtionships at Risk.

Establishing Customer Relationships on the Internet.

Extending the Concept of Relationships.

Achieving a Competitive Advantage through Relationships.