This book uses stories and case studies from several industries to show how companies can rethink their customers, products and services, marketing, competition, and even their culture. The goal is a positive customer relationship that results in revenue growth, product innovation, and employee engagement.

This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.

This book is designed to be of value to anyone who is studying marketing, whether as a subject in its own right or as a module forming part of any business-related degree or diploma.However, it provides complete coverage of the topics listed in the Edexcel Guidelines for Units 18 (Advertising and Promotion in Business) and 20 (Sales Planning and Operations), of the BTEC Higher Nationals in Business (revised 2010). The book contains these sections: * Advertising and Promotion * Sales Planning and OperationsFeatures include summary diagrams, worked examples and illustrations, activities, discussion topics, chapter summaries and quick quizzes, all presented in a user friendly format that helps to bring the subject to life.

In today’s Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media"—blogs, social networking pages, message boards, product review sites—even a single disgruntled customer can broadcast his complaints to an audience of millions. Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.Filled with stories based on his experience working with Fortune 500 brands such as Toyota, Dell, Nike, Sony, General Motors, Hershey, Unilever, Nestlé, Lexus, and Bank of America, Blackshaw offers a clear strategy to sustain a competitive advantage by creating enduring, loyal relationships with today’s consumer.

Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance. Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies. 'A sport marketing text at the undergraduate level needs to engage both student and teacher. . . I believe Strategic Sport Marketing does this rather well.' - Sport Management Review '. . . a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.' - Journal of Sport Management

Struggling to keep your customers coming back? Finding it tough to stand out in a crowded market? Or maybe you feel like your team just isn't delivering the kind of service that turns one-time buyers into loyal advocates? If these challenges sound familiar, you're not alone. And more importantly, we’ve got the solution for you. Introducing 'Serve Like a Boss: Crush it in the Post-COVID Economy by Mastering the Lost Art of Customer Service,' the essential book written by Donovan Garett that addresses these exact pain points head-on and gives you the tools to transform your business. This book dives deep into the strategies and skills you need to elevate your customer service to new heights. Let's give you a sneak peek into the journey we'll take you on, chapter by chapter: Chapter 1: The Technology Paradox - tackles how the pandemic forever changed the game of customer service and what you must do to adapt and thrive in this new landscape. Chapter 2: Develop a Customer-Centric Mindset - reveals how to build a customer-centric culture that makes your business unforgettable and turns satisfied customers into raving fans. Chapter 3: View Profitability Through the Lens of Customer Service - walks you through mapping out your customer journey to find every opportunity to exceed their expectations and create lasting impressions. Chapter 4: Understand Your Ideal Customer - teaches you the art of empathy and how to connect with your customers on a deeper level to create experiences that resonate. Chapter 5: Leverage Buyer Personas and Customer Feedback - explains and dives into exactly how to use buyer personas and customer feedback, showing you how to refine your products and services to truly meet your audience's needs. Chapter 6: Why is Good Help So Hard to Find? - not surprisingly, answers the age-old question, 'Why is good help so hard to find?' and offers solutions to build a team that’s as committed to customer excellence as you are. Chapter 7: Train Your Customers to be Customer-Centric - focuses on the training approach and resources to give your team what they need to be customer-centric, teaching them the skills to not just meet but exceed customer expectations every single day. Chapter 8: Customer-Centric Leadership - explores how to lead your team with empathy and vision, creating a culture where customer satisfaction is at the core of every decision. Chapter 9: Manage Resistance and Create a Culture of Innovation - covers how to overcome your team’s resistance to change and building a culture of innovation that keeps your business adaptable, agile, and ahead of the curve. Finally, in Chapter 10: Build a Legacy of Customer-Centricity - we tie it all together by showing you how to build a lasting legacy of customer-centricity, ensuring your business grows and thrives in a way that makes it truly stand out in the post-COVID world. 'Serve Like a Boss' isn’t just another book—it’s your roadmap to overcoming the biggest challenges in customer service and turning them into opportunities for growth. It’s about creating unforgettable experiences that turn customers into loyal ambassadors for your brand. If you’re ready to crush it in the post-COVID economy and master the lost art of customer service, then this book is for you. Sit back, relax, and get ready to transform your business from the inside out. Table of Contents: SECTION 1: Understanding The Customer-Centric Business Model Chapter 1: The Technology Paradox Chapter 2: Develop a Customer-Centric Mindset Chapter 3: View Profitability Through the Lens of Customer Service Chapter 4: Understand Your Ideal Customer Chapter 5: Leverage Buyer Personas and Customer Feedback SECTION 2: Creating a Customer-Centric Culture Chapter 6: Why is Good Help So Hard To Find? Chapter 7: Train Your Employees to be Customer-Centric Chapter 8: Customer-Centric Leadership and Culture Chapter 9: Manage Resistance & Create a Culture of Innovation Chapter 10: Build a Legacy of Customer-Centricity TOPICS COVERED: Customer-Centric Business Model, Human Interaction, Personalized Experiences, Customer Service, Brand Reputation, Brand Advocacy, Ideal Customer, Buyer Personas, Customer Feedback, Customer-Centric Culture, Employee Training, Leadership Influence, Innovation, Resistance to Change, Long-Term Vision, Business Success, Legacy Building, Exceptional Customer Service, Competitive Marketplace, Entrepreneurship, Business Communication