CHICAGO | STRATEGY | ASSOCIATES
NOTABLE BOOKS
CUSTOMER-FOCUSED MARKETING

Introduces channel stewardship, the approach smart companies are using to adapt their value chains to highly integrated, customer-driven business environments. Stewardship is a structured process for uniting a company's value chain partners to create superior value by leveraging trust, truth, and transparency.
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The classic text that first gave distribution the strategy level treatment that top management increasingly demands. Now in its seventh edition, on point for ecommerce, globalization, mass merchandising, and other 21st-century challenges.
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Because customers have more information, options, and sophistication than ever, companies must transcend "relationship marketing" and maximize their interests and deepen customer partnerships. Drawing on new case studies, Glen Urban shows how to get your organization to advocate. The reward: advantage that competitors can't touch.
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What's a customer worth? How can an asset as intangible as customer value be measured? This timely book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset.
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The best allocation of marketing dollars helps a company communicate with particular micro markets and reinforces the distinctive benefits being offered these target customers. Tools discussed include competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring campaign results.
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