Business to Business Marketing / Edition 2

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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.
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Product Details

  • ISBN-13: 9780844232300
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/28/1997
  • Edition description: REV
  • Edition number: 2
  • Pages: 352

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Foreword
Acknowledgments
1 A New Marketing Vision 1
2 The Economics of Community 33
3 Determining External Service Values 71
4 Communicating with Your Customer 97
5 The Database as a Marketing Tool 137
6 Creating the Customer Community Center 163
7 Retaining and Cultivating Existing Customers 205
8 Acquiring New Customers 245
9 Leadership and the New Customer Community 283
Selected Readings 295
Index 313
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