Customer de Relationship Management

administración de relaciones con los clientes

Electronic marketing

theory and practice for the Twenty-First Century

Written by leading players in both industry and academia, Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, the book includes the latest ...

Diccionario LID de comunicación y marketing

Contiene los 7.000 términos más frecuentes de comunicación integral, marketing relacional, imagen corporativa, publicidad, Internet, marcas, medios, investigación, ventas y distribución. Con entradas definidas en español y traducidas al inglés norteamericano y británico. También incluye diccionario inverso del inglés al español.

Call of the mall

The author of the international bestseller Why We Buy -- praised by The New York Times as "a book that gives this underrated skill the respect it deserves" -- now takes us to the mall, a place every American has experienced and has an opinion about. Paco ...

Service strategy

management moves for customer results

Looking at issues like segmentation, measurement, loyalty and people this book provides a systematic approach to service strategy, distilled from over twelve years work with over 100 companies. The second edition is thoroughly revised, adding even more practical advice, checklists and case studies as well ...

European business & marketing

The second edition of European Business and Marketing has been fully revised to incorporate much modern thinking in Europe. It includes material on the Euro and the enlargement of the European Union and the development of global companies with a European base. European Business and ...

Marketing for tourism

The fourth edition of Marketing for Tourism provides an introduction to the general theory of marketing and its application in the various sectors of the travel and tourism industry. This leading text has been fully revised and updated to take account of recent changes within ...

Marketing management

a strategic, decision-making approach

Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets ...

Knowledge-based marketing

the twenty-first century competitive edge

In recent years even governments around the world are beginning to understand that knowledge is a critical contributor to stimulating the rapid growth of entire economies. It is argued that in a modern economy, knowledge is the most important resource within the companies based within ...

International marketing

analysis and strategy

The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with ...

The highly effective marketing plan

A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never ...

New perspectives on retailing and store patronage behavior

a study of the interface between retailers and consumers

Today's interface between retailers and consumers is highly dynamic. Problems and opportunities like increased product complexity, rapidly changing consumer expectations, and the introduction of new technologies point to the need for explaining and understanding at suitable intervals the behavior of retailers and consumers in ...

La comunicación

nuevos discursos y perspectivas

Mass affluence

7 new rules of marketing to today's consumer

Forget mass customization and microsegmentation. Winning in today's business world requires a return to an approach abandoned by marketing experts decades ago. Mass marketing is back, say Paul Nunes and Brian Johnson--but with a new target and a fresh approach that companies ignore at ...

Essencials of health care marketing

A complete curriculum of marketing management tools and techniques, ideal for graduate and upper-level graduate courses, is contained in this text. Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more, the chapters cover market research, strategy ...

The business of brands

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways ...

Objects of desire

consumer behaviour in shopping centre choices

What determines where people shop? Why would shoppers visit one shopping centre rather than another? Developers, backers, planners and Government will wish to estimate the viability of proposed new centres. Developers wish to plan, build and/or improve shopping centres to maximize profitable retail sales ...

Building great customer experiences

This is an updated edition of the bestselling book by Colin Shaw and John Ivens about building and delivering great customer experiences. Many companies neglect the customer experience. The authors show that physical execution and emotional impact of customer experiences may ultimately determine customer satisfaction ...

Revolutionize your customer experience

In his previous groundbreaking book with John Ivens, Colin Shaw looked at the development of the conceptual framework for the customer experience together with examples of best practice and strategies for implementation. As predicted the customer experience has become the next competitive battleground. The current ...

Cómo conquistar el mercado con una estrategia CRM

Qué ocurre cuando todas las empresas ofertan un producto de calidad? ¿Y cuando todas sitúan al cliente en el centro de su actividad? ¿Cómo el cliente puede diferenciar una propuesta de otra? ¿Cuál será el camino para la conquista de la mente del consumidor? La ...