In today's competitive environment, many businesses do the same product - service business. Therefore, marketing activities are changing rapidly and require businesses to adapt if they do not want to be eliminated. While marketing's mission is still to add value and increase profits for businesses, marketing is no longer a functional part of executing outlined tasks. The object of marketing is not only the product, price, distribution, promotion as before, but has been expanded and includes the experience and consumer journey of customers.
Both of these areas require marketers to focus on issues such as processes, people, and at the same time understand customers deeply. These new elements provide great opportunities for the company to make a difference, but they are also new threats for weak businesses.
Marketing now becomes a powerful weapon to help businesses manage customers, distribution channels, markets and profits. Marketing changes more under the pressure of global competition are increasingly fierce, especially in open markets. Great progress in the field of information technology has created favorable conditions for suppliers and customers to communicate - putting business relations together. But it makes suppliers expose their weaknesses faster than before. The effectiveness of marketing has become the top concern of the Board of Directors of every company, so they pay more and more attention to the role and cost of marketing.
In order to meet new requirements, marketers must continually hone their skills and set the customer experience at the heart of all business, optimizing distribution and communication channels, as well as moving from simply selling products / services to providing customers with optimal solutions.
A business that does not change, does not constantly improve itself will become rigid, inflexible before the new situation and will surely be defeated by competitors. This book is based on a lot of prestigious research projects and experiences from marketing activities of companies to make the most convincing and feasible ideas. This is a challenge to traditional marketing methods, while encouraging management to think about customers, businesses, strategies and marketing tools in a whole new way.
This book presents new methods that refer to market practices while considering incorporating cultural elements, branding and various relationships into a modern enterprise to help that enterprise compete more effectively. To be able to maximize the use of new marketing ideas, the book incorporates illustrative examples, evidence and charts, and databases that are easy to understand and apply.
Twelve chapters with different topics revolve around "innovation" of marketing. You can recognize the lessons for your own business: building relationships with customers and planning marketing strategies in the current market segmentation.
The first chapters of the book are quite specific and detailed about the current marketing situation and new "breakthroughs" to adapt to the times. Customer understanding is considered a very important content and it occupies a chapter with small topics that are dissected quite reasonably and understandable about customers in the overall relationship. The content of Customer Relationship Management accounts for 3 chapters (Chapter 7, Chapter 8, Chapter 9) is a business strategy including changes in processes, organizations and relationships with the desire to improve corporate governance capacity around behavior of customers, meeting the needs of customers with their services. The problem is that once that capability has been established, how do you develop customer relationships comprehensively, properly and in a suitable way to meet the changing needs of your customers at the right time.
The final chapter of the book - Chapter 12: Case study - provides two specific examples of two large businesses about management and specific marketing policies and analysis.
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