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The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management [Englisch] [Gebundene Ausgabe]

Jay Curry , Adam Curry
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Kurzbeschreibung

27. März 2000
Today the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a company's most valuable customers. Drawing upon more than ten years of testing, tryout, and implementation in hundreds of companies, CRM expert Jay Curry, and his Internet-expert son, Adam Curry, have written a clear, step-by-step guide to profiting from this exploding movement, with strategies that are aimed at the small and medium-sized business owners who need them most.

Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Using easy-to-understand graphics, he introduces the customer pyramid -- segmented as "Top," "Big," "Medium," and "Small" -- to help the reader visualize, analyze, and improve customer profitability. Success comes to those who follow this three-step Customer Marketing Strategy: (1) get new customers into your pyramid; (2) move customers higher into your pyramid; (3) keep the customers in the pyramid. Combining practical how-to directives with vital CRM reference information, the book includes a case study, "InterTech," that allows readers to see customer-focused strategy in action.

The final third of this practical, easy-to-read book is devoted to the Internet. Here Adam Curry introduces the "Permission Pyramid" and the "e-Customer Marketing Pyramid" to explain the nature of "virtual customer relationships" and how to use them to create, keep, and upgrade customers. This section includes mini-cases and tips to help managers use the Internet to complement current marketing and sales activities and ends with guidelines to test out the new paradigms of e-commerce.

Throughout "The Customer Marketing Method," the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.


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Produktinformation

  • Gebundene Ausgabe: 256 Seiten
  • Verlag: Free Press (27. März 2000)
  • Sprache: Englisch
  • ISBN-10: 0684839431
  • ISBN-13: 978-0684839431
  • Größe und/oder Gewicht: 24,6 x 15,5 x 2,3 cm
  • Durchschnittliche Kundenbewertung: 4.5 von 5 Sternen  Alle Rezensionen anzeigen (2 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 337.458 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Pressestimmen

Robert Thompson President, Front Line Solutions Anyone thinking about Customer Relationship Management (CRM) should read "The Customer Marketing Method" first -- definitely before buying any CRM software. Curry clearly explains what CRM is, how to get started, and what the payoff is for companies that really understand their customers. Don't start your CRM project without it!

Autorenkommentar

Customer Marketing: Where did it come from?
Dear Reader,

Thank you for your interest in "Customer Marketing: How to implement and profit from Customer Relationship Management".

You can also get more information and download some free implementation tools if by visiting our website: www.customermarketing.com.

You may be one of many people who wonder why, when and where the Customer Marketing method was originated. If so, here's the story:

During the 1980's, I was a consultant specialized in implementing direct marketing in non-direct marketing companies in Europe. More often than not, the top managers of my clients did not really understand what direct marketing was all about ("It's doing the mailings, right?") or had negative attitudes about direct marketing ("I don't like junk mail!").

In 1989 I was asked to give a one-day direct marketing seminar to top managers. To resolve the misunderstandings and negative attitudes, I decided to call the activity known as direct marketing "Customer Marketing", and developed the idea of the customer pyramid to represent and segment a company's customer base.

Encouraged by the audience response, I went on to write my first book on Customer Marketing which in the early 1990's was published in the UK, Holland, Germany, France, Italy and Brazil.

In 1997-1998 we were able to refine the Customer Marketing method with a grant from the European community.

This grant funded pilot projects with the Dutch and Italian telecoms companies and the development of Customer Marketing software, consulting tools and training materials.

The period 1998 to today witnessed two major business developments: Customer Relationship Management (CRM) and the Internet.

Of course the Customer Marketing method is actually a form of CRM. And If CRM were a religion, I guess you could say that practitioners of Customer marketing are "methodists".

Thus there was clearly a need to re-vise the original Customer Marketing books to show how the method can be used as a platform for CRM implementation.

The Internet was a different story. While I had some personal knowledge of online technologies, I was not equipped to write Part III of the book: "Customer Marketing and the Internet" on my own.

Fortunately, I happen to be the father of a Adam Curry, a real Internet pioneer, who agreed to contribute his knowledge and experience to the book.

The father/son collaboration was a special happening for both of us. But I want to make clear that Adam was the right guy to contribute to this book even if his name were Adam Smith.

Thanks for your attention, and please feel free to let me know what you think about the Customer Marketing method and the book.

Best regards,

Jay Curry www.customermarketing.com


In diesem Buch (Mehr dazu)
Einleitungssatz
Has a consultant ever asked you this simple but profound question? Lesen Sie die erste Seite
Mehr entdecken
Wortanzeiger
Ausgewählte Seiten ansehen
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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4.0 von 5 Sternen An Essential and Timely Reader 10. April 2000
Von iccha
Format:Gebundene Ausgabe
The book is a great guide fort small and medium-sized business owners . Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.
War diese Rezension für Sie hilfreich?
0 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen eRM/CRM Strategy Consultant 20. Juli 2000
Format:Gebundene Ausgabe
This book is very informative! Full of new ideas and keeps you focused.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.5 von 5 Sternen  10 Rezensionen
21 von 24 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen An Essential and Timely Reader 10. April 2000
Von iccha - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
The book is a great guide fort small and medium-sized business owners . Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.
5 von 6 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Customer Communications Consultant 18. Juni 2001
Von Carol Parenzan Smalley - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Chairman of the Customer Marketing Institute, co-founder of consulting group MSP Associates, and CRM "guru" Jay Curry takes readers on an international journey "through the pyramids." Using the "rest of the world" as the foundation to the pyramid structure, Curry shows readers how to build on suspects and prospects and carry them to the top of the customer pyramid. From inactive customers to top tier clientele, Curry offers valuable information, trends, statistics, and real-life
examples.
This is not simply a book about customers. It is a handbook for anyone who has customers. Curry goes beyond traditional customers and offers his version of the e-Customer and special considerations for marketing to this virtual audience. Filled with action items, the book is formatted with numerous graphics in a manner that is easy to digest and quick to place into service.
Whether you are a small business owner or a manager in a multi-division corporation, this book has information you can read today and use tomorrow, building a customer pyramid with not only a firm foundation but also a top filled with satisfied, and profitable, customers.
5 von 6 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Getting down to bare facts !!! 11. Februar 2001
Von Rico Ho - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
After reading several books about CRM, I was just about to give up on learning anything useful. Most of the time, you get a long winded description of the obvious (stuff from Dick Lee are a good example) This book is concise and clearly tells you what is out there and how to get it. Excellent materials ... well maybe except for the last section on internet marketing - too brief and no enough of stuff to chew on... If you need to read up on CRM... you know the drill.
7 von 9 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The only book to present real Performance Indicators 27. Februar 2001
Von G. Thys - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
As another reviewer wrote, there is a lot of theory (and even blabla, my words) around. However, this book offers the only readily implementable framework in CRM I know of. Production management has been working with Performance Indicators for years. Somehow, marketing, sales and service have never gotten so far. This book presents a set of measurements, together with a means of setting them up and improving results. I am using excerpts in my teachings at a business school, but also at secondary school level and everybody understands everything. So the theory HAS TO be simple as well!
5.0 von 5 Sternen Returning to Forgotten Basics 4. November 2003
Von Norman K. Clark - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Adam & Jay Curry break old ground in The Customer Marketing Method, but it's territory that has been long unoccupied. Their approach is a crisp, refreshing return to some fundamental concepts of marketing.
Businesses, they argue, spend far too little time knowing and understanding the relatively small number of customers who, year in and year out, provide a disproportionately large share of the revenue. Typically, these customers at the tip of the "customer pyramid" -- often as little as 15% of the total number of customers -- will contribute anywhere from 65% to 85% of the revenue. Jay and Adam Curry urge businesses to define, in considerable detail, the specific factors by which these significant few clients make their buying decisions.
The second forgotten basic advanced in The Customer Marketing Method is the systematic evaluation of customer behavior over time. How many of the large customers two years ago are relatively minor ones today? Which ones have become completely inactive? Customer migration into, as well as up and down, the customer pyramid, is an invaluable piece of information, but one which many businesses only guess at or ignore altogether.
The Customer Marketing Method provides simple, step-by-step guidance for implementing the Currys' recommendations, without expensive, labor intensive CRM systems.
This highly readable, informative book should NOT be on every marketing director's bookshelf. Instead, it should be by his or her bedside, reminding that the greatest returns often come from simple, elegant fundamentals like the Customer Marketing Method.
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