The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications

The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications

by Anders Gronstedt
     
 

ISBN-10: 0415921996

ISBN-13: 9780415921992

Pub. Date: 01/28/2000

Publisher: Taylor & Francis

Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book is packed with hands-on advice to ensure business success in the new millennium.

Companies must learn to integrate communications three dimensionally; externally with key

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Overview

Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book is packed with hands-on advice to ensure business success in the new millennium.

Companies must learn to integrate communications three dimensionally; externally with key customers, vertically between senior management and front-line workers, and horizontally across departments. Filled with hints, tips and strategies, this illuminating text shows readers the key to thriving in the upcoming ‘customer century’.

Product Details

ISBN-13:
9780415921992
Publisher:
Taylor & Francis
Publication date:
01/28/2000
Series:
Routledge Corporate Communication Series
Edition description:
New Edition
Pages:
252
Product dimensions:
6.10(w) x 9.10(h) x 0.80(d)

Table of Contents

Prefaceix
Acknowledgmentsxi
Introduction: From Bulls to Geese1
1Integrating Communications in 3-D: A Bird's-Eye View15
2First Dimension: Integrating External Communications48
3Second Dimension: Integrating Vertical Communications84
4Third Dimension: Integrating Horizontal Communications114
5An Integrated Case Study: Delivering Results Overnight144
6Integrating Communications Professionals: From Support Function to Business Driver166
7Integrating High-Tech and High-Touch: From the World Classroom into the Customer Century207
Index231

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