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Innovation and Best Practice
for Business Success

Established 1967

Customer-Centric Marketing

Customer-Centric Marketing

Supporting Sustainability in the Digital Age

Neil Richardson, Jon James, Neil Kelley


Improve how customers perceive a business by tapping into the benefits of sustainable development through digital marketing.

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About the book

Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness.

Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.

Table Of Contents

    • Chapter - 20: Cost or sacrifice;
    • Chapter - 21: Services and sustainability;
  • Section - SIX: What does the future hold?;
    • Chapter - 22: What does the future hold?
    • Chapter - 19: Customer benefits;
    • Chapter - 18: Convenience for customers;
    • Chapter - 17: Communications;
  • Section - FIVE: The marketing mix;
    • Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them;
    • Chapter - 15: Resource allocation: Monitoring, evaluation and control;
    • Chapter - 14: Marketing objectives, strategy formulation and tactical implementation;
    • Chapter - 13: Situation review: The internal (micro) and external (macro) environments;
    • Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis;
  • Section - FOUR: Marketing planning;
    • Chapter - 11: Communities and networks;
    • Chapter - 10: Acquiring, retaining and satisfying customers;
    • Chapter - 09: The sustainable customer;
    • Chapter - 08: Users and/or customers?;
    • Chapter - 07: How stakeholders make buying decisions;
  • Section - THREE: Building relationships;
    • Chapter - 06: Systems and customer-centricity;
    • Chapter - 05: Digital marketing and research;
  • Section - TWO: Knowing your own company;
    • Chapter - 04: Marketing and sustainability: Separating facts from fiction;
    • Chapter - 03: Orientations;
    • Chapter - 02: Why do companies fail?;
    • Chapter - 01: Developments in society;
  • Section - ONE: Changing landscapes;

Book Details

  • EAN: 9780749472092
  • Edition: 1
  • Published: 3rd February 2015
  • Paperback
  • Dimensions: 234x156
  • 256 pages

About the Author

Neil Richardson is a Senior Marketing Lecturer at Leeds Beckett University and a Chartered Institute of Marketing Course Leader. He has over 20 years of experience in sales management, marketing and customer service in the B2B sector.

Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Beckett University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles.

Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.

Neil Richardson

Jon James

Neil Kelley