Empowering Brands With Customer Integration
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Empowering Brands With Customer Integration
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Author : Jörg Sesselmann
language : en
Publisher: Springer
Release Date : 2015-10-30
Empowering Brands With Customer Integration written by Jörg Sesselmann and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-30 with Business & Economics categories.
Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students.
The Opt Out Effect
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Author : Gerald E. Smith
language : en
Publisher: FT Press
Release Date : 2015-12-18
The Opt Out Effect written by Gerald E. Smith and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-18 with Business & Economics categories.
&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how. Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty. You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 marketers and 1,000 consumers across several leading industries. Learn how to: Quantify what opt-out is costing your business in dollars and cents Control opt-out by empowering customers with opt-up, opt-down, and opt-in user preferences Reframe brand strategy as customer-centric, building on radically new assumptions, languages, and beliefs about marketing Use customer analytics to listen to, sense, and engage customers “in the moment” Apply customer-centric concepts such as Opt-Out Monetization, Customer-Driven Brand Loyalty, Customer-Driven Lifetime Value, and Customer-Driven Brand Equity Profitably empower customers to control their messaging, media, channels, offerings, and more Integrate your key customer relationship measures in a complete e-driven customer managed marketing framework that helps you clarify your goals, priorities, and performance
Delivering Effective Social Customer Service
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Author : Martin Hill-Wilson
language : en
Publisher: John Wiley & Sons
Release Date : 2013-10-23
Delivering Effective Social Customer Service written by Martin Hill-Wilson and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-23 with Business & Economics categories.
Social Customer Service is new. Social Media is the biggest thing happening to the customer service industry since the mid 1960s when modern day call centres were born. It is taking customers and organisations into untested ways of relating: transparently, collaboratively, instantly. The consequences of great and poor service are forever changed. Customer appetite has promoted this form of interaction to the very front of a race to understand. How do digital brands and empowered customers actually behave? Social Customer Service has become Marketing’s R&D lab and a listening hub for the rest of the organisation. It is now where corporate reputations are most likely to be won and lost. ‘Delivering Effective Social Customer Service’ is a complete reference for achieving excellence in this new discipline. It caters to both novice and expert. It is perfect source material for service leaders and digital marketers to read together. Every CXO will recognise in the book a blueprint from which to build their next generation organisation. Even ambitious team leaders should snag a copy for instant subject matter expertise kudos! The centre of the book offers an in depth self-assessment of the competencies that matter. The book is jammed full of strategic insight, action lists, best practice tips and interviews. All the resources anyone needs to build a solid strategy and roadmap. Early adopter workshops based on the book have already taken place and will continue to be offered as another way of engaging with the book’s key lessons. An online resource of the reference material is also provided. Options for an online community are under consideration. This book is the first of its kind. A distillation of what has so far been collectively discovered. Then filtered and expanded through the collective experience of two leading authorities on customer service: Carolyn Blunt and Martin Hill-Wilson.
Chinese Local New Luxury Brands In A Digitally Empowered Era
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Author : Hongbo Lai
language : en
Publisher: Springer Nature
Release Date : 2021-05-20
Chinese Local New Luxury Brands In A Digitally Empowered Era written by Hongbo Lai and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-20 with Business & Economics categories.
This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development opportunities. It reveals the connotation and mechanism of the new local luxury brands in China step by step by answering the questions of "what, why and how". Through the analysis of 200 + questionnaires by SPSS statistical tools and case study, the book concludes the internal mechanism and theoretical support for China to cultivate new local luxury brands. It presents an overview on the current China's local luxury industry.
Fundamentals Of Branding
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Author : Javier Casanoves Boix
language : en
Publisher: Profit Editorial
Release Date : 2020-03-09
Fundamentals Of Branding written by Javier Casanoves Boix and has been published by Profit Editorial this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-09 with Social Science categories.
The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below. Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly accepted in subsequent research and in the business field. Finally, these key elements are described, analyzing their characteristics, measurement indicators and strategic implications for the company. Chapters 6 and 7 form the second block, which provides a clear view of the concept and importance of the discipline of branding, as well as the need to understand how the human brain and heart work together with the soul of brands. From there, the importance of creating a brand culture in the organization is explained, emphasizing the commitment to the firm as a flag and developing an appropriate organizational structure to carry out the process of managing brands. Next, the importance of strategic management is examined, defining a proposal for a branding plan. Finally, we analyse the new trends developed in terms of brand, highlighting the importance of digital integration, the empowerment of human capital and the creation of virtual communities associated with it.
Exponential Transform Your Brand By Empowering Instead Of Interrupting
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Author : Jeff Rosenblum
language : en
Publisher: McGraw-Hill Education
Release Date : 2021-12-07
Exponential Transform Your Brand By Empowering Instead Of Interrupting written by Jeff Rosenblum and has been published by McGraw-Hill Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-07 with Business & Economics categories.
Build a brand that customers love with a proven strategy from one of today’s top advertising executives Your brand can no longer succeed through targeted adverting and clever messaging. You need to see customers as people rather than just sources of income. This begins with you not only understanding their needs but also sympathizing with their values—and actually doing something about it. In this eye-opening guide, leading advertising executive and industry disruptor Jeff Rosenblum draws on his 25+ years of experience to deliver a plan for building a breakthrough brand by empowering instead of interrupting. Exponential reveals: The neuroscience and behavioral psychology behind building brands through emotional and functional storytelling Hands-on tactics that can strengthen your brand through empathy and empowerment How to use culture and collaboration to understand your customer base and how to reach out to it Filled with data-driven stories of brands that got it right—and those that didn’t—Exponential looks beyond targeted advertising and clever messaging with a powerful prescriptive for turning your prospects into customers and your customers into evangelists.
Ripple Effect
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Author : Martin Oetting
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-09-15
Ripple Effect written by Martin Oetting and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-15 with Business & Economics categories.
Everyone in marketing is talking about word of mouth (WOM). At a time when traditional advertising is struggling, conversations between consumers – the most trusted source of product information – have taken on an entirely new dimension on the Internet. While considerable research on the effects and spread of WOM has been carried out over the past sixty years, surprisingly few scholars have tried to find out how to stimulate it. Martin Oetting seeks to close that gap. Based on involvement and empowerment research, this is the first scientific study connecting word of mouth with a participatory marketing approach, thus providing an answer to what may be marketing’s most pressing question: how to strategically harness the power of blogs, Facebook, and the Social Web.
Value Creation Of Firm Established Brand Communities
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Author : Philipp Wiegandt
language : en
Publisher: Springer Science & Business Media
Release Date : 2009-11-26
Value Creation Of Firm Established Brand Communities written by Philipp Wiegandt and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-26 with Business & Economics categories.
Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm-established brand community creates value for both – the company and their customers.
Corporate Communication And Integrated Marketing Communication
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Author : Christina L. McDowell Marinchak
language : en
Publisher: Rowman & Littlefield
Release Date : 2023-06-05
Corporate Communication And Integrated Marketing Communication written by Christina L. McDowell Marinchak and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-05 with Language Arts & Disciplines categories.
In this book, Christina L. McDowell Marinchak and Sarah M. DeIuliis explore ways to unite corporate communication and integrated marketing communication (IMC ) by better understanding the human communication relationships people have with companies and brands in a technological age. Specifically, the authors analyze the historical development of corporate communication and IMC, the importance of rhetorically engaging audiences ethically, and the relationship between organizational culture and corporate communication and IMC practices. Drawing on a wide array of popular culture and industry examples, McDowell Marinchak and DeIuliis provide a practical approach and argument for bringing together corporate communication and IMC to better understand audience in business practices. In an age where the connection between consumption and identity are further compounded by communication technologies, this approach offers an ethical and pragmatic way to reach audiences beyond stakeholders. Scholars of communication, public relations, and business will find this book of particular interest.
The Ai Revolution In Customer Service And Support
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Author : Ross Smith
language : en
Publisher: Pearson Education
Release Date : 2024-07-16
The Ai Revolution In Customer Service And Support written by Ross Smith and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-16 with Business & Economics categories.
In the rapidly evolving AI landscape, customer service and support professionals find themselves in a prime position to take advantage of this innovative technology to drive customer success. The AI Revolution in Customer Service and Support is a practical guide for professionals who want to harness the power of generative AI within their organizations to create more powerful customer and employee experiences. This book is designed to equip you with the knowledge and confidence to embrace the AI revolution and integrate the technology, such as large language models (LLMs), machine learning, predictive analytics, and gamified learning, into the customer experience. Start your journey toward leveraging this technology effectively to optimize organizational productivity. A portion of the book’s proceeds will be donated to the nonprofit Future World Alliance, dedicated to K-12 AI ethics education. IN THIS BOOK YOU’LL LEARN About AI, machine learning, and data science How to develop an AI vision for your organization How and where to incorporate AI technology in your customer experience fl ow About new roles and responsibilities for your organization How to improve customer experience while optimizing productivity How to implement responsible AI practices How to strengthen your culture across all generations in the workplace How to address concerns and build strategies for reskilling and upskilling your people How to incorporate games, play, and other techniques to engage your agents with AI Explore thought experiments for the future of support in your organization “Insightful & comprehensive—if you run a service & support operation, put this book on your essential reading list right now!” —PHIL WOLFENDEN, Cisco, VP, Customer Experience “This book is both timely and relevant as we enter an unprecedented period in our industry and the broader world driven by Generative AI. The magnitude and speed of change we’re experiencing is astounding and this book does an outstanding job balancing technical knowledge with the people and ethical considerations we must also keep front of mind.” —BRYAN BELMONT, Microsoft, Corporate VP, Customer Service & Support “The authors of this book are undoubtedly on the front lines of operationalizing Gen AI implementations in customer support environments... and they know undoubtedly that at its core, support is about people and genuine human connections. This book walks you through their journey to keep people at the center of this technical tsunami.” —PHAEDRA BOINODIRIS, Author, AI for the Rest of Us
