Business to Business Marketing / Edition 2

Business to Business Marketing / Edition 2

by Victor L. Hunter, David Tietyen
     
 

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ISBN-10: 0844232300

ISBN-13: 9780844232300

Pub. Date: 01/28/1997

Publisher: McGraw-Hill Companies, The

The need for a new way of doing business in today's customer-focused, customer-dominated marketplace is indisputable. The question isn't if, but how. The answers are here. Business to Business Marketing: Creating a Community of Customers is the first book to provide a comprehensive model for doing business in the new customer-focused environment and the

Overview

The need for a new way of doing business in today's customer-focused, customer-dominated marketplace is indisputable. The question isn't if, but how. The answers are here. Business to Business Marketing: Creating a Community of Customers is the first book to provide a comprehensive model for doing business in the new customer-focused environment and the practical guidance for implementing profitable, customer-driven marketing programs. It draws on Vic Hunter's twenty-plus years' experience to give you all the bottom-line-oriented help you need to:

  • Identify and measure the key economics of customer retention and what they mean for your business plans.
  • Develop an integrated approach to maximizing the value of every customer contact.
  • Assess customer needs and match them with your organization's core competencies.
  • Evaluate and coordinate all the elements of your communications programs.
  • Use the ten keys to database success to maximize your information-gathering activities.
  • Create a customer community center that builds on a set of shared values and needs.
  • Retain and cultivate your best customers.
  • Acquire new business and new customers more cost effectively.
  • Link internal and external communities in a profitable chain of business relationships.
The need for a new way of doing business can be provided only by a new marketing vision. And that new vision is right here in Business to Business Marketing: Creating a Community of Customers.

Product Details

ISBN-13:
9780844232300
Publisher:
McGraw-Hill Companies, The
Publication date:
01/28/1997
Edition description:
REV
Pages:
352
Product dimensions:
(w) x 9.10(h) x 1.24(d)

Table of Contents

    1. A New Marketing Vision 2. The Economics of Community 3. Determining External Service Values 4. Communicating with Your Customer 5. The Database as a Marketing Tool 6. Creating the Customer Community Center 7. Retaining and Cultivating Existing Customers 8. Acquiring New Customers 9. Leadership and The New Customer Community

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