Voice-of-the-Customer Marketing

作者 Ernan Roman著
出版社 Mcgraw-Hill
出版时间 2010年9月
ISBN 9780071740838
定价 293.80

内容简介

InVoiceoftheCustomerMarketing,ErnanRoman,theaward-winningmarketingguruwhocreatedtheIDM(IntegratedDirectMarketing)andOpt-inmarketingmethodologiesshowsyouaproven,step-by-stepprocessforunderstandingtheexpectationsofyourcustomersandprospectsformoreeffectiverelationshipsanddeeperlevelsofvalue.Hethendemonstrateshowtousetheseinsightstodevelophighimpact,highreturnrelationshipmarketingstrategiesandactionplanswhichgenerateconsistentdouble-digitincreasesinresponseandsales.Thebook'snumerouscasestudiesdemonstratethemosteffectiveusesofVoiceoftheCustomermarketinginaction,andthemostfrequentmistakesmarketersmake-tryingto"manage"customersratherthancontinuallyengagingthem.Thisbookisessentialreadingforallmarketers,whetherinFortuneorGrowthsizedcompanies,whowantdramaticincreasesinsalesandmarketingeffectiveness.AbouttheAuthorErnanRomanisPresidentofthemarketingconsultancy,ErnanRomanDirectMarketing,(ERDM).HeisoneoftheleadingauthoritiesinVoiceofCustomerdrivenRelationshipMarketing.Ernanisrecognizedastheindustrypioneerwhocreatedthreeimportantmethodologies:IntegratedDirectMarketing,Opt-InMarketing,andVoiceofCustomerRelationshipResearch.Hewasnamedto“BtoB’sWho’sWho”asoneofthe“100mostinfluentialpeople”inBusinessMarketingbyCrain’sBtoBMagazine.ERDMprovidesmarketingconsultingservicesforinnovativeFortuneandGrowthcompaniessuchasMicrosoft,NBCUniversal,WaltDisney,ReliantEnergy,Hewlett-Packard,IBM,MSCIndustrialDirect,andSongzaMedia,Inc.Heisalsotheco-authorof“Opt-InMarketing:IncreaseSalesExponentiallywithConsensualMarketing”andauthorof“IntegratedDirectMarketing:TheCuttingEdgeStrategyforSynchronizingAdvertising,DirectMail,TelemarketingandFieldSales”.

作者简介

AbouttheAuthorErnanRomanisPresidentofthemarketingconsultancy,ErnanRomanDirectMarketing,(ERDM).HeisoneoftheleadingauthoritiesinVoiceofCustomerdrivenRelationshipMarketing.Ernanisrecognizedastheindustrypioneerwhocreatedthreeimportantmethodologies:IntegratedDirectMarketing,Opt-InMarketing,andVoiceofCustomerRelationshipResearch.Hewasnamedto“BtoB’sWho’sWho”asoneofthe“100mostinfluentialpeople”inBusinessMarketingbyCrain’sBtoBMagazine.ERDMprovidesmarketingconsultingservicesforinnovativeFortuneandGrowthcompaniessuchasMicrosoft,NBCUniversal,WaltDisney,ReliantEnergy,Hewlett-Packard,IBM,MSCIndustrialDirect,andSongzaMedia,Inc.Heisalsotheco-authorof“Opt-InMarketing:IncreaseSalesExponentiallywithConsensualMarketing”andauthorof“IntegratedDirectMarketing:TheCuttingEdgeStrategyforSynchronizingAdvertising,DirectMail,TelemarketingandFieldSales”.

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