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Great companies consistently meet and exceed customer desires. Superior Customer Value in the New Economy: Concepts and Cases, Second Edition offers a blueprint for responding effectively to customer demands and for creating the benchmarks common to world-class service companies. The Second Edition elaborates on the latest perspectives of the business and academic communities, exploring leading marketing and managing developments in the crucial area of customer value (CV). It delivers expert guidance on designing, implementing, and evaluating a CV strategy that benefits e-service and information-based organizations.
Building upon concepts, cases, and in-chapter applications, the book addresses best practices, organizational responsiveness, market orientation, and the planning and strategy issues that result in high rates of customer satisfaction in e-service and information-based organizations. It concludes with 18 detailed, "hands-on" examples of companies attempting to create customer value. Each case study delivers an in-depth look at major CV themes such as responding to change, being customer oriented, customer loyalty, and more. Each of these real-world examples provides excellent learning opportunities to model effective customer value behavior and practices.
CUSTOMER VALUE - THE BUILDING BLOCKS Customers Want Top Value The Importance of Customer Value Customer Value: Marketing Management Implications The Value-Creating Organization Summary Customer Value Action Items Being Customer Oriented Customer Commitment: How Market Leaders Do It The Marketing Concept Revisited Selling vs. Market Orientation Marketing Approaches to Achieve a Customer Focus Summary Customer Value Action Items Process and Customer Value Process and Value Assessing Process Effectiveness PDCA Cycle and Process Improvement Process Tools Summary customer value action items
CREATING VALUE THROUGH SERVICES AND E-COMMERCE The Service Sector and the New Economy Reshaping the Traditional Economy: the North American Industrial Classification System Service Firms Create Value The Emergence of the New Economy Keys to Competing Successfully in the New Economy Summary Customer Value Action Items
Defining and Managing Service Quality What Is Quality?
Service Quality Guidelines Why Quality Matters How to Improve Quality Summary customer value action items
Managing e-Service Quality e-Service and Customer Satisfaction: Research Insights e-Service Quality and Customer Loyalty How to Improve e-Service Quality Summary Customer Value Action Items
PLANNING AND IMPLEMENTING A WINNING VALUE PROPOSITION Defining and Refining the Value Proposition The Value Proposition as Basis for Competitive Strategy Value Disciplines and Market Leadership The Value Proposition: Some Applications and Guidelines Building Your Value Proposition: the S-Q-I-P Approach Developing Unique Value Propositions The Value Proposition: Strategic Implications Summary Customer Value Action Items Communicating Value through Price Introduction Relating Price to Value How Buyers Evaluate Price Strategic Pricing Pricing Methods How to Make Good Pricing Decisions Future Pricing Issues Summary customer value action items
Strategies for Adding and Promoting Value The USP and Differentiation Three Levels of Positioning How to Add Value to Products Implementing a Value-Added Services Program Communicating Value through an IMC Program Creating an IMC Program Summary Customer Value Action Items
DELIVERING LONG-TERM SUPERIOR VALUE TO CUSTOMERS Maximizing Value through Retention Marketing Why Focus on Customer Retention?
Customer Value/Retention Model Usage Analysis and Customer Retention Designing a Customer Retention Program Customer Retention Approaches Summary Customer Value Action Items
Creating Value through Customer and Supplier Relationships What Is Relationship Marketing?
Traditional vs. Relationship Marketing Building Lasting Customer Relationships Improving Supply Chain Relationships Customer Relationship Management Keys to Practicing Relationship Marketing in the New Economy Summary customer value action items
CUSTOMER VALUE CASES
Boston Market —- Process Flow Outcomes Delicato Family Winery - Building and Communicating Value Dow Corning - Customer Value and Segmentation Edward Jones - Managing Customer Relationships FedEx Corporation - A Customer Value Funnel Assessment The Grateful Dead - Creating Deadheads by Providing Drop-Dead Customer Service Harrah's Entertainment, Inc. - Loyalty Management
"Herding Cats" across the Supply Chain JetBlue Airways - Adding Value Lexmark International - Creating New Market Space Nantucket Nectars - Perceived Quality Rubbermaid - Market Orientation Office Depot Goes Online -
e-Service Quality Pizza Hut - A Customer Loyalty Program Publix Super Markets, Inc. - Achieving Customer Intimacy StatePride Industrial Laundry - Value Chain Analysis Time Insurance - A Study of Process Quality Improvement Walgreens - Customer Orientation