Martha Rogers (1)
Autor von The One to One Future
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Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing (2000) — Vorwort — 32 Exemplare
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Companies need to appreciate that customers are their scarcest, most critical asset. More important than the traditional financials is "Return on Customer," which equates to the impact on lifetime value for current and future customers. Companies underestimate the long-term impact of their actions on loyalty, engagement, referrals, and reputation. They did include one interesting financial example to demonstrate how repeat marketing to the same existing client base can turn from positive to negative ROI in just a couple years.… (mehr)
The basics for getting a company further toward "treating different customers differently." Lot's of useful templates and discussion notes. Lots of great case studies, including 3 about my then current employer.
Stategic strategies for centering a business around ongoing relationships with customers
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Эту книгу должен прочитать каждый директор по маркетингу. Кроме того, книга будет полезна студентам, изучающим маркетинг.
Авторы - интеллектуальные лидеры в области CRM, авторы шести книг о маркетинге.
"Если у вас есть время прочитать только одну книгу по CRM, прочтите эту".… (mehr)