The Definitive Guide to Customer Relationship Management (Collection) [NOOK Book]

Overview

A brand new collection of powerful insights into building outstanding customer relationships… 4 pioneering books, now in a convenient e-format, at a great price!

4 remarkable eBooks help you develop rock-solid, high-value long-term customer relationships: levels of loyalty you thought were impossible

Today, rock-solid long-term customer relationships are the holy grail of every business -- and they seem just as elusive. But such relationships ...

See more details below
The Definitive Guide to Customer Relationship Management (Collection)

Available on NOOK devices and apps  
  • NOOK Devices
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK Study
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$71.49
BN.com price
(Save 42%)$124.99 List Price

Overview

A brand new collection of powerful insights into building outstanding customer relationships… 4 pioneering books, now in a convenient e-format, at a great price!

4 remarkable eBooks help you develop rock-solid, high-value long-term customer relationships: levels of loyalty you thought were impossible

Today, rock-solid long-term customer relationships are the holy grail of every business -- and they seem just as elusive. But such relationships are possible: great businesses are proving it every day, and reaping the rewards. In this extraordinary 4 eBook set, you'll learn how they do it -- and how you can, too, no matter what you sell or who your customers are. First, in Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty, internationally respected marketing expert V. Kumar presents a complete framework for linking your investments to business value - and maximizing the lifetime value of every customer. Learn how to use Customer Lifetime Value (CLV) to target customers with higher profit potential…manage and reward existing customers based on their profitability…and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources…pitching the right products to the right customers at the right time…determining when a customer is likely to leave, and whether to intervene…managing multichannel shopping… even calculating referral value. Next, in Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World, Richard Hammond presents remarkable new case studies, ideas, strategies, and tactics from great retailers worldwide. Discover new ways to use data to drive profit and growth… do more with less… leverage technology to develop highly productive and innovative remote teams… create your ultimate retail experience! In Inside the Mind of the Shopper: The Science of Retailing, the legendary Herb Sorensen reveals what customers really do when they shop, ripping away myths and mistakes that lead retailers to miss huge opportunities. Sorensen identifies simple interventions that can have dramatic sales effects, shows why many common strategies don't work, and offers specific solutions for serving quick-trip shoppers, optimizing in-store migration patterns, improving manufacturer-retailer collaboration, even retailing to multicultural communities. Finally, in The Truth About What Customers Want, Michael R. Solomon demystifies today's consumers, revealing what they want, think, and feel. Then, based on his deep truths about consumer behavior, he presents 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers!

From world-renowned experts in customer behavior and retail performance V. Kumar, Richard Hammond, Herb Sorensen, and Michael R. Solomon

Read More Show Less

Product Details

  • ISBN-13: 9780133346107
  • Publisher: Pearson Education
  • Publication date: 9/19/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 1040
  • File size: 10 MB

Meet the Author

V. Kumar was recently listed as one of the top five ranked scholars in marketing worldwide. He has taught and consulted for many Global Fortune® 500 firms and universities, and published award-winning articles in many scholarly journals and business trade magazines in marketing including the Harvard Business Review and Journal of Marketing. The co-author of Customer Relationship Management: A Databased Approach, his current work focuses on multichannel shopping behavior, international diffusion models, and customer relationship management. Richard Hammond has drawn on 25 years of retail experience to develop a unique practical problem-solving approach to creating great retail experiences. His consultancy business put this into practice for clients ranging from convenience stores in Kazakhstan, fashion brands in Sweden, to big stores and brands in the UK. Herb Sorensen, Ph.D. is CEO and President of TNS Sorensen, the leader in helping manufacturers and retailers assess product and package performance, the purchase decision process, category management, promotional impact, and shopper behavior. There, he provides over the development of new services and research methods, including PathTracker®, the revolutionary electronic shopper tracking and learning system. Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University in Philadelphia. He also is Professor of Consumer Behavior at the Manchester School of Business, His primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, decoration, and image, services marketing and the development of visually-oriented online research methodologies.

Read More Show Less

Table of Contents

Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty

Foreword xiii

Preface xv

Acknowledgments xviii

About the Author xix

Chapter 1: Introduction 1

Chapter 2: Maximizing Profitability 11

Chapter 3: Customer Selection Metrics 29

Chapter 4: Managing Customer Profitability 59

Chapter 5: Maximizing Customer Profitability 75

Chapter 6: Managing Loyalty and Profitability Simultaneously 93

Chapter 7: Optimal Allocation of Resources across Marketing and Communication Strategies 113

Chapter 8: Pitching the Right Product to the Right Customer at the Right Time 127

Chapter 9: Preventing Attrition of Customers 143

Chapter 10: Managing Multichannel Shoppers 163

Chapter 11: Linking Investments in Branding to Customer Profitability 187

Chapter 12: Acquiring Profitable Customers 205

Chapter 13: Managing Customer Referral Behavior 223

Chapter 14: Organizational and Implementation Challenges 249

Chapter 15: The Future of Customer Management 267

Index 283

Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World

Acknowledgments ix

Photo Acknowledgments x

Introduction to this Edition xi

Preface—Why retailing? xiii

Part one: You

Starting at the beginning.

Chapter 1: What do you want for yourself? 3

Chapter 2: Rising above the crowd 9

Chapter 3: Keeping it simple 11

Chapter 4: Rolling those snowballs 15

Part two: Team

Make us happy and we will make you money.

Chapter 5: What’s the Big Idea? 25

Chapter 6: How to build great teams 35

Chapter 7: How to get people out of bed 61

Chapter 8: All we need is a little better every time 75

Part three: Customer

Make me happy and I will give you my money.

Chapter 9: We love shopping here! 91

Chapter 10: Price and value 113

Chapter 11: Promote or die 123

Chapter 12: Marketing for real people 135

Part four: Store

Make it brilliant and they will spend.

Chapter 13: Discovery! 151

Chapter 14: The great big theater of shop 167

Chapter 15: Detail, detail, detail—the store environment 179

Chapter 16: And finally...how we got here 187

Epilogue—And we’re done? 207

Appendix I: Your job and Smart Retail 209

Appendix II: Take-action time 212

Appendix III: Street time 214

Appendix IV: Books for retailers 217

Index 219

Inside the Mind of the Shopper: The Science of Retailing

Author's Notes and Acknowledgments xv

About the Author xxi

Preface: Rethinking Retail 1

Introduction: Twenty Million Opportunities to Buy 5

Part I: Active Retailing 23

Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted 25

Chapter 2: Three Moments of Truth and Three Currencies 47

Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do 69

Chapter 4: Active Retailing: Putting Products into the Path of Shoppers 97

Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog 113

Part II: Going Deeper into the Shopper's Mind 131

Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty 133

Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) 147

Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural 161

Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets 179

Part III: Conclusions 189

Chapter 10: The Internet Goes Shopping 191

Chapter 11: Game-Changing Retail: A Manifesto 199

Part IV: Appendix 205

Appendix: Views on the World of Shoppers, Retailers, and Brands 207

Index 213

The Truth About What Customers Want

Introduction ix

Truth 1 Your customers want a relationship, not a one-night stand 1

Truth 2 Design it, and they will come 5

Truth 3 Sensory marketing–smells like profits 9

Truth 4 Pardon me, is that a breast in your Coke? 13

Truth 5 One man’s goose… 17

Truth 6 Throw ‘em a bone, and they’ll no longer roam 21

Truth 7 Stay in their minds–if you can 25

Truth 8 These are the good old days 29

Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33

Truth 10 He who dies with the most toys wins 37

Truth 11 Your customers are looking for greener pastures 41

Truth 12 “Because I’m worth it” 45

Truth 13 Love me, love my avatar 49

Truth 14 You really are what you wear 53

Truth 15 Real men don’t eat quiche (but they do moisturize) 57

Truth 16 Girls just want to have fun 61

Truth 17 Queer eye for the spending guy 65

Truth 18 Yesterday’s chubby is today’s voluptuous 69

Truth 19 Men want to sleep with their cars 73

Truth 20 Your PC is trying to kill you 77

Truth 21 Birds of a feather buy together 81

Truth 22 Sell wine spritzers to squash players 85

Truth 23 They think your product sucks–but that’s not a bad thing 89

Truth 24 When to sell the steak, when to sell the sizzle 93

Truth 25 People are dumber than robots (lazier, too) 97

Truth 26 Your customers have your brand on the brain 101

Truth 27 Let their mouseclicks do the walking 105

Truth 28 Nothing shouts quality like leather from Poland 111

Truth 29 Consider investing in a drive-thru mortuary 115

Truth 30 Go to the Gemba 119

Truth 31 Your customers want to be like Mike (or someone like him) 123

Truth 32 Go tribal 127

Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131

Truth 34 Catch a buzz 135

Truth 35 Go with the flow–get shopmobbed today 139

Truth 36 Find the market maven, and the rest is gravy 143

Truth 37 Hundreds of housewives can predict your company’s future 147

Truth 38 Know who wears the pants in the family 149

Truth 39 Youth is wasted on the young 153

Truth 40 Make millions on Millennials 157

Truth 41 Grownups don’t grow up anymore 161

Truth 42 Dollar stores make good cents 165

Truth 43 The rich are different 169

Truth 44 Out with the ketchup, in with the salsa 173

Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177

Truth 46 Ronald McDonald is related to Luke Skywalker 181

Truth 47 Sign a caveman to endorse your product 185

Truth 48 Make your brand a fortress brand–and make mine a Guinness 189

Truth 49 Turn a (pet) rock into gold 193

Truth 50 Think globally, act locally 197

References 201

About the Author 209

Read More Show Less

Customer Reviews

Average Rating 3
( 1 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(1)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 20, 2013

    No text was provided for this review.

Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)