Don't just relate--advocate! : a blueprint for profit in the era of customer power
著者
書誌事項
Don't just relate--advocate! : a blueprint for profit in the era of customer power
Wharton School Pub., c2005
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
In today's environment companies need to go beyond relationship marketing" to be true customer advocates -- faithfully representing their customers' interests. Customer advocacy means providing customers and prospects with open, honest and complete information. It means talking with customers, not at them. In most companies, customer advocacy requires a massive transformation in both culture and process. In this book, MIT's Glen Urban covers the entire 'pyramid' of customer advocacy: the 'base' (starting with TQM and customer satisfaction initiatives); the 'middle' (relationship marketing); and the 'pinnacle': new advocacy techniques built on trust, not coercion. Companies from GM to Intel, Qwest to John Deere are beginning to recognize the urgent importance of customer advocacy. Urban reveals what they're trying, and what challenges they're up against -- and identifies crucial lessons for earning the customer trust needed to thrive in today's radically changed business environment.
目次
Acknowledgments.
About the Author.
1. Now Is the Time to Advocate for Your Customers.
Watch Out for Growing Customer Power!
How Should Your Company Respond?
Building Advocacy.
What Is New Here?
The New Tools Work Well.
The Paradigm Is Shifting-Pioneers Will Gain Advantages.
What You Will Learn in This Book.
2. The Internet Creates Customer Power.
The Internet Is Pervasive.
The Travel Revolution.
Sources of Customer Power.
Auto Buying-It Is Not Your Father's Buying Process.
Customer Power Is Healthy.
Power Has Been Granted.
3. The Balance of Push and Trust Is Shifting.
The Balance between Push/Pull and Trust/Advocacy.
The Balance Is Shifting in the Travel Industry.
In Automobiles the Shift Is to Trust.
Health-The Need for Trust Is Increasing.
Power, Balance, and Impact.
4. Customer Power Is All Around You.
Industries Are Changing Dramatically.
Converging Forces Are Amplifying the Impact of the Customer Power Shift.
The Paradigm Is Shifting.
5. Theory A-The New Paradigm.
Rules of Traditional Push/Pull Marketing.
The Mcgregor Revolution in Organization Theory and Its Analogy in Marketing.
Rules of Marketing Based on Theory A.
Antecedents of Theory A.
Advocacy in Marketing Leads to Advocacy-Based Management.
6. Where Are You Positioned on the Trust Dimensions?
Where Are You Positioned on the Overall Trust Dimension?
Where Are You Positioned on the Trust Components?
7. Is Advocacy for You?
Does Advocacy Fit You?
Building an Advocacy-Based Strategy.
Evolutionary Strategies.
8. Tools for Advocacy.
Building the Foundation of the Advocacy Pyramid.
The Dream Versus Reality in CRM.
Continuous Learning to Build Trust and Cross-Channel Coherence.
Building Trust with a Virtual Trusted Advisor.
"Listen In" to Learn Customer Needs.
Building a Virtual Advocate.
New Tools Are Emerging.
9. Questions and Answers about Customer Advocacy.
Will Customer Advocacy Really Work?
Can You Trust Your Customers?
What Is the Role of Advertising in a World of Customer Power?
How Widely Can You Apply Customer Advocacy?
Is Customer Advocacy Really a Paradigm Shift?
10. Moving to Advocacy.
Empathize with Your Customers.
Change the Culture of Your Company.
People, Measures, Incentives, and Organization.
Consistency and Coordination.
Trust for All Stakeholders.
Vision, Courage, and Passion.
Building the Total Pyramid.
11. The Advocacy Imperative.
What Is Most Important to Remember?
The Future of Trust and Advocacy.
The Advocacy Imperative-If You Do Not Do It, Your Competitors Will!
The Advocacy Checklist.
The Challenge of Customer Advocacy.
Afterword: Author's Note.
Index.
「Nielsen BookData」 より