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Customer Connections

New Strategies for Growth

Provides advice for managers on using information technologies to learn about their customers and to use that data to build a successful business

Provides advice for managers on using information technologies to learn about their customers and to use that data to build a successful business

Harvard Business Review on Increasing Customer Loyalty

How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.

This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or ...

Marketing Moves

A New Approach to Profits, Growth, and Renewal

The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world,customersare scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality. Marketing Movesdescribes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy. The means for accomplishing this lies in a radically new marketing paradigm the authors callholistic marketing-a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders. Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to: - Identify new value opportunities for renewing their markets - Efficiently create the most promising new value offerings - Deliver products, services, and experiences that more precisely match individual customer requirements - Consistently operate at the highest level of product quality, service, and speed Thought-provoking and practical,Marketing Movesshows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world.

PHILIP KOTLER, one of the world's leading authorities on modern marketing, is
the S.C. Iohnson Distinguished Professor of International Marketing at
Northwestern University's famed Kellogg Graduate School of Management. He is
the author ...

Standing Room Only

Strategies for Marketing the Performing Arts

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

Harvard Business Review on Strategic Sales Management

You invest considerable time and money in managing your sales force. And if your company’s like many, you’re finding it increasingly difficult to ensure handsome returns on your investment in sales. This concise volume gives you the insights you need—from the preeminent thinkers whose work has defined the field, to the rising stars who will redefine the way we think about business

This concise volume gives you the insights you need—from the preeminent thinkers whose work has defined the field, to the rising stars who will redefine the way we think about business