Электронная книга: Philip Kotler «Managing Customer Experience and Relationships. A Strategic Framework»

Managing Customer Experience and Relationships. A Strategic Framework

Boost profits, margins, and customer loyalty with more effective CRM strategy Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you'll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize the relationship on both sides of the table. This new third edition includes updated examples, case studies, and references, alongside insightful contributions from global industry leaders to give you a well-rounded, broadly-applicable knowledge base and a more effective CRM strategy. Ancillary materials include a sample syllabus, PowerPoints, chapter questions, and a test bank, facilitating use in any classroom or training session. The increased reliance on customer relationship management has revealed a strong need for knowledgeable practitioners who can deploy effective initiatives. This book provides a robust foundation in CRM principles and practices, to help any business achieve higher customer satisfaction. Understand the fundamental principles of the customer relationship Implement the IDIC model to improve CRM ROI Identify essential metrics for CRM evaluation and optimization Increase customer loyalty to drive profits and boost margins Sustainable success comes from the customer. If your company is to meet performance and profitability goals, effective customer relationship management is the biggest weapon in your arsenal—but it must be used appropriately. Managing Customer Experience and Relationships, Third Edition provides the information, practical framework, and expert insight you need to implement winning CRM strategy.

Издательство: "John Wiley&Sons Limited"

ISBN: 9781119239826

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Philip Kotler

Infobox Person
name = Philip Kotler


caption =
birth_date = birth date and age|1931|5|27
birth_place = Chicago, Illinois
death_date =
death_place =
other_names =
known_for =
occupation = Marketing Consultant
nationality = flag|United States

Philip Kotler (born 27 May 1931 in Chicago) is the S.G. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He received his master's degree at the University of Chicago and his PhD at Massachusetts Institute of Technology, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

He was selected in 2001 as the #4 major management guru by the Financial Times (behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.

Kotler has consulted many major U.S. and foreign companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola—in the areas of marketing strategy, planning and organization, and international marketing.

He presents seminars in major international cities around the world on the latest marketing developments to companies and other organizations.

Empirical Research by Philip Kotler

In 2002 Professor Byron Sharp posted a question to the marketing academic email list ELMAR asking if Philip Kotler had ever made any empirical discoveries. Kotler replied (edited): "Dr. Byron Sharp raises a fair question. Most of my empirical work has been in consulting engagements where I would arrange for marketing research studies to yield evidence for the company's best strategy move. Being trained as an economist, most of my early intellectual work consists in building models of how marketing works. Later I worked on developing new concepts for marketing theory and practice, such as demarketing, social marketing, megamarketing, synchromarketing, place marketing, person marketing, etc."

Books by Philip Kotler (chronological order)

*Philip Kotler, Joel Shalowitz, and Robert Stevens, "Strategic Marketing for Health Care Organization: Building a Customer Driven Health Care System," Jossey-Bass, 2008.
*Philip Kotler, Hermawan Karrtajaya, and Hooi Den Hua, "Think ASEAN: Rethinking Marketing Toward ASEAN Community 2015," McGraw-Hill,2007.
*Philip Kotler and Nancy Lee, "Marketing in the Public Sector: A Roadmap for Improved Performance", Wharton School Publishing, 2006.
*Irving Rein, Philip Kotler, and Ben Shields, "The Elusive Fan: Reinventing Sports in a Crowded Marketplace," McGraw-Hill, 2006.
* Philip Kotler, David Gertner, Irving Rein, and Donald Haider, "Marketing Places, Latin America," Makron and Paidos, 2006.
*Philip Kotler and Waldemar Pfoertsch, "B2B Brand Management," Springer, 2006.
*Philip Kotler, "According to Kotler: The World's Foremost Authority on Marketing Answers All Your Questions," AMACOM, 2005.
*Philip Kotler and Nancy Lee, "Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause," Wiley, 2005.
*Philip Kotler, Hermawan Kartajaya, and David Young, "Attracting Investors: A Marketing Approach to Finding Funds for Your Business," Wiley, 2004
*Philip Kotler, "Ten Deadly Marketing Sins: Signs and Solutions," Wiley, 2004.
*Philip Kotler and Fernando Trias de Bes, "Lateral Marketing: A New Approach to Finding Product, Market, and Marketing Mix Ideas," Wiley, 2003.
*Philip Kotler, Hermawan Kartajaya, Hooi Den Hua, and Sandra Liu, "Rethinking Marketing: Sustainable Marketing Enterprise in Asia," Prentice-Hall, 2003.
*Francoise Simon, Philip Kotler, "Global Biobrands: Taking Biotechnoloty to Market," The Free Press, 2003.
*Philip Kotler, " Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know," Wiley, 2003.
*Philip Kotler, Dipak Jain, and Suvit Maesjincee, "Marketing Moves: A New Approach to Profits, Growth, and Renewal," Harvard Business School, 2002.
*Philip Kotler, "A Framework for Marketing Management," Prentice-Hall, 2001 (subsequent editions, 2003, 2007, and 2009).
*Philip Kotler, Irving Rein, Donald Haider, and Chrieter Asplund, "Marketing Asian Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations," Wiley, 2001.
*Philip Kotler and Hermawan Kartajaya, "Repositioning Asia: From Bubble to Suistainable Economy," Wiley, 2000.
*Philip Kotler, Irving Rein, Donald Haider, and Christer Asplund, "Marketing Places Europe," Financial Times, 1999.
*Philip Kotler, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan, "Marketing Management-An Asian Perspective," Prentice-Hall, 2006, 4th edition.
*Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets," The Free Press, 1999.
*Neil Kotler and Philip Kotler, "Museum Strategy and Marketing: Desiging Missions, Building Audiences, Generating Revenue and Resources," Jossey Bass, 1998, 2008.
*Philip Kotler and Joanne Scheff, "Standing Room Only: Strategies for Marketing the Performing Arts," Harvard Business School Press, 1997.
*Philip Kotler, Somkid Jatusripitak, and Suvit Maesincee, "The Marketing of Nations: A Strategic Approach to Building National Wealth," The Free Press, 1997.
*Philip Kotler, Gary Armstrong, and Veronica Wong, "Principles of Marketing - European Edition," 1996 (Subsequent editions in 1999, 2001, and 2005).
*Philip Kotler, John Bowen and James Makens, "Marketing for Hospitality and Tourism," Prentice-Hall, 1996, (Subsequent editions in 1999, 2003, and 2006).
*Philip Kotler, Irving Rein, and Donald Haider, "Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations," The Free Press, 1993.
*Philip Kotler, Norman Shawchuck, Bruce Wrenn, and Gustave Rath, "Marketing for Congregations: Choosing to Serve People More Effectively,"Abingdon Press 1992.
*Philip Kotler and Eduardo Roberto, "Social Marketing: Strategies for Changing Public Behavior," The Free Press, 1989, 2002, and 2008. (Latest title in Philip Kotler and Nancy Lee, "Social Marketing: Influencing Behaviors for Good," Sage, 2008)
*Irving Rein, Philip Kotler, and Marty Stoller, "High Visibility: The Making and Marketing of Professionals into Celebrities," Dodd, Mead, & Co., 1987. (Subsequent editions 1998, 2006).
*Philip Kotler and Roberta N. Clarke, "Marketing for Health Care Organizations, " Prentice Hall, 1987.
*Philip Kotler, Liam Fahey, and Somkid Jatusripitak, "The New Competition," 1985
*Philip Kotler and Karen Fox, "Strategic Marketing for Educational Institutions," Prentice Hall 1985, 1995.
*Philip Kotler, "Marketing Professional Services,"Prentice Hall, 1984 (Paul N. Bloom and Tom Hayes joined to do a second edition in 2002).
*Philip Kotler, "Marketing Essentials," (later changed to "Marketing-An Introduction"), Prentice Hall 1984, 1987, 1990, 1993, 1997, 2000, 2003, 2005, 2007, 2009. Gary Armstrong joined as co-author in 1990.
*Philip Kotler and Gary Lilien, "Marketing Models," Harper & Row, 1983. (this is a substantial revision of Marketing Decision Making. It was revised in 1992 and published by Prentice Hall with the addition of K. Sridhar Moorthy as third author.)
*Philip Kotler, "Principles of Marketing," Prentice -Hall, 1980. (Subsequent editions 1983, 1986, 1989, 1991, 1994, 1996, 1999, 2001, 2004, 2006, 2008. Gary Armstrong joined as co-author in 1989.)
*Philip Kotler, "Strategic Marketing for Nonprofit Organizations," Prentice-Hall, 1975. (Subsequent editions in 1982, 1986, 1991, 1996, 2003, and 2006. Alan Andreasen joined as co-author in 1986.)
*Philip Kotler, Harold Guetzkow, and Randall L. Schultz, "Simulation in Social Administrative Science: Overviews and Case-Examples," Prentice-Hall, 1972.
*Philip Kotler, Gerald Zaltman, and Ira Kaufman, "Creating Social Change," Holt, Rinehart, and Winston, 1972.
*Philip Kotler, "Marketing Management: Analysis, Planning, and Control," Prentice-Hall, 1967. (Subsequent editions 1971, 1976, 1980, 1984, 1988, 1991, 1994, 1997, 2000, 2003, 2006, 2009). Kevin Lane Keller Joined as co-author in 2006.

External links

* [http://www.kellogg.northwestern.edu/faculty/bio/Kotler.htm Biography at Kellogg School of Management]
* [http://www.prenhall.com/kotler/ Kotler's books at Pearson Education]
* [http://www.philipkotlercenter.com/ Philip Kotler Center for ASEAN marketing] , co-founded by Philip Kotler

Источник: Philip Kotler

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