Customer-Centric Marketing: Supporting Sustainability in the Digital Age

  • 4h 11m
  • Jon James, Neil Kelley, Neil Richardson
  • Kogan Page
  • 2015

A major challenge facing businesses today is how to grow while engaging in recognizably sustainable practices. It is not enough to just be sustainable; the challenge is communicating it and getting the customer involved in the message. Customer-Centric Marketing addresses sustainable marketing planning, its barriers, and how to overcome them by demonstrating how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better relationships and increased effectiveness.

Ideal for senior marketing professionals and students of digital marketing and marketing strategy, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios.

About the Authors

Neil Richardson teaches marketing at Leeds Beckett University. He is an author and an experienced marketing, sales and customer service manager. His books include Develop Your Marketing Skills, Develop Your PR Skills and A Quick Start Guide to Social Media Marketing (Kogan Page).

Jon James is a senior marketing professor at Leeds Beckett University. He is a member of the Academy of Marketing, and he has consulted for both the private and public sectors.

Neil Kelley is a senior marketing professor at Leeds Beckett University and a senior examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behavior).

In this Book

  • Developments in Society
  • Why Do Companies Fail?
  • Orientations
  • Marketing and Sustainability: Separating Facts from Fiction
  • Digital Marketing and Research
  • Systems and Customer-Centricity
  • How Stakeholders Make Buying Decisions
  • Users and/or Customers?
  • The Sustainable Customer
  • Acquiring, Retaining and Satisfying Customers
  • Communities and Networks
  • Goal Setting: Mission (or Vision) Statement, Corporate Objectives and Gap Analysis
  • Situation Review: The Internal (Micro) and External (Macro) Environments
  • Marketing Objectives, Strategy Formulation and Tactical Implementation
  • Resource Allocation: Monitoring, Evaluation and Control
  • Barriers to Adopting Sustainable Marketing Planning: And How to Overcome Them
  • Communications
  • Convenience for Customers
  • Customer Benefits
  • Cost or Sacrifice
  • Services and Sustainability
  • What Does the Future Hold?