Marketing Revolution: The Radical New Approach to Transforming the Business, the Brand & the Bottom Line (Chartered Institute of Marketing)

Contents......Page 6 Acknowledgements......Page 10 Foreword......Page 12 Introduction......Page 14 THE RISE OF THE NEW CUSTOMER......Page 17 WHAT’S SO DIFFERENT ABOUT CUSTOMERS NOW?......Page 18 THE GROWTH OF CHOICE......Page 19 IS THE CHANGED CUSTOMER ENVIRONMENT IMPORTANT?......Page 20 ENGAGING THE NEW CONSUMER......Page 22 REINVENTING MARKETING......Page 26 THE CUSTOMER IMPERATIVE......Page 28 AN EXAMPLE OF RESPONDING TO THE NEW CUSTOMER: THE MUSIC INDUSTRY......Page 29 MARKETING AS A WHOLE-COMPANY ENTITY......Page 30 SPREADING THE MARKETING STATE OF MIND......Page 32 EXTREME COMPETITION......Page 38 THE END OF THE COMFORT ZONE......Page 40 MEASURING MARKETING EFFECTIVENESS......Page 43 LET’S KILL CUSTOMER SATISFACTION BEFORE IT KILLS US......Page 48 SENSE AND RESPOND MARKETING......Page 51 TAKING STOCK OF MARKETING......Page 54 FIVE STEPS TO ALIGNING THE MARKETING FUNCTION WITH THE CORPORATE AGENDA......Page 56 MANAGING THE CUSTOMER JOURNEY......Page 58 THE BEGINNINGS OF MARKETING REVOLUTION......Page 60 BEST PRACTICE AT WORK......Page 62 A NEW APPROACH TO INSIGHT......Page 64 THE CUSTOMER EXPERIENCE......Page 65 DESIGNING THE CUSTOMER EXPERIENCE......Page 68 BUILDING THE BUSINESS HALO2......Page 73 CUSTOMER RETENTION AND THE CUSTOMER EXPERIENCE......Page 75 THE CHALLENGE OF THE NEW CONSUMERS......Page 77 WHY ARE CHANGING POPULATION DEMOGRAPHICS BEING IGNORED BY MARKETERS?......Page 79 SO, WHY DO MARKETERS NEED BETTER CUSTOMER INSIGHTS?......Page 83 4 Revolution through strategic planning......Page 95 ENTERPRISE AS A MOVIE STUDIO......Page 96 MANAGING RELATIONSHIPS......Page 97 STRATEGIC POWER ISSUES AT THE ORGANIZATIONAL LEVEL......Page 98 HOW STRATEGIC PLANNING ADDS VALUE......Page 104 STRATEGIC REVOLUTION THROUGH CONTINUOUS IMPROVEMENT......Page 108 SUMMARY: REVOLUTION AS A JOURNEY......Page 109 5 Revolution through segmentation......Page 111 WHY DO COMPANIES FIND IT HARD TO IMPLEMENT EFFECTIVE SEGMENTATION?......Page 112 THE PROBLEMS WITH TRADITIONAL SEGMENTATION......Page 113 BEING CREATIVE WITH SEGMENTATION......Page 118 VALUE-BASED SEGMENTATION AND CHANNEL OPTIMIZATION......Page 119 REAPING THE BENEFITS OF SEGMENTATION-BASED, MULTICHANNEL MANAGEMENT......Page 123 TIME-BASED SEGMENTATION......Page 125 OPPORTUNITIES FROM IMPROVED SEGMENTATION......Page 131 6 Revolutionizing the company by living the brand......Page 134 WHERE DOES BRANDING START?......Page 135 THE BRAND UNPICKED......Page 136 THE ANATOMY OF A POWERFUL BRAND......Page 139 BRAND PROPOSITION......Page 141 BRAND REVOLUTION......Page 142 FROM BRANDS AS MIRRORS TO BRANDS AS WINDOWS......Page 143 HOW THE (BRAND) WORLD HAS CHANGED......Page 144 CUSTOMER-CENTRIC BRANDS......Page 148 BRANDS THAT ATTRACT POST-MATERIALISTIC CUSTOMERS......Page 150 HOW TO REVOLUTIONIZE THE BRAND......Page 151 ENSURE EMPLOYEE COMMITMENT AND BUY-IN......Page 152 BRAND BENEFITS FOR EMPLOYEE RECRUITMENT......Page 153 THE ESSENCE OF THE BRAND......Page 156 MARKETING AT THE HEART OF THE NEW CRM AGENDA......Page 159 DEFINITIONS OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)......Page 161 ELEMENTS OF CRM......Page 162 THE UNDERPINNING PRINCIPLES OF CRM......Page 164 THE R IN CRM: HYPE AND REALITY......Page 168 THE CONCERNS: LANGUAGE NOT SUBSTANCE?......Page 169 HOW DOES CRM MAKE MONEY?......Page 170 CRM CAN BE PROFITABLE......Page 171 CRM IS THRIVING......Page 174 REVOLUTIONIZING THE BUSINESS WITH CRM......Page 176 IF CRM IS DONE RIGHT, IT WORKS......Page 180 PUTTING CRM REVOLUTION INTO PRACTICE......Page 183 CRM AND CORPORATE REVOLUTION......Page 186 IS MANAGING CUSTOMERS THROUGH MARKETING GOOD FOR BUSINESS?......Page 188 MARKETING AND CUSTOMER MANAGEMENT ARE UNDER THE MICROSCOPE......Page 190 HOW TO VALUE THE MARKETING CONTRIBUTION?......Page 191 KEYS TO SUCCESS IN USING INSIGHT FOR MANAGING CUSTOMERS......Page 192 THE WAY FORWARD: USING INSIGHT TO ACTION THE MARKETING MIX......Page 195 CUSTOMER INSIGHT DATA AND MARKETING......Page 196 HOW TO TURN CUSTOMER INSIGHTS INTO ACTION......Page 207 MARKETING REVOLUTION: PRODUCING NUMBERS THAT FINANCE CAN ACCEPT......Page 210 THE ROUTE TO BUSINESS SOLUTIONS THAT ADD CUSTOMER VALUE......Page 212 DELIVERING VALUE THROUGH MASS-CUSTOMIZED MARKETING......Page 214 CUSTOMER SOLUTIONS......Page 215 IMPLEMENTING SOLUTIONS THROUGH OPERATIONAL ANALYTICS......Page 219 CUSTOMER EQUITY AND LIFETIME MANAGEMENT (CELM) TECHNIQUES......Page 234 SUMMARY......Page 235 FUTURE MARKETING TECHNOLOGIES......Page 237 SHIFTING REQUIREMENTS......Page 242 DEVELOPING OR ENHANCING THE TECHNICAL INFRASTRUCTURE......Page 245 DATA-MINING METHODOLOGY......Page 252 FROM BELL CURVES TO WELL CURVES......Page 259 DEALING WITH COMPLEXITY: MARKETING RESOURCE MANAGEMENT......Page 262 SUMMARY......Page 269 ARE MARKETERS SMARTER THAN FROGS?......Page 271 THE PRESSURE TO CHANGE......Page 273 TOOLS AND TECHNIQUES......Page 275 DIAGNOSING THE ORGANIZATION: A STRUCTURAL ANALYSIS......Page 278 LEADING REVOLUTIONARY CHANGE: EIGHT KEY STEPS......Page 281 LESSONS FOR MARKETING REVOLUTION......Page 294 CASE STUDY 1: LOYALTY MANAGEMENT ANALYTICS AND OPTIMIZATION – THE CASE OF THE AIRLINE FREQUENT-FLYER PROGRAMME (FINNAIR)......Page 295 CASE STUDY 2: THE DRIVER VEHICLE LICENSING AGENCY – MULTICHANNEL MANAGEMENT IN THE PUBLIC SECTOR......Page 306 CASE STUDY 3: TESCO – REVOLUTIONIZING THE BUSINESS WITH SEGMENTATION......Page 309 References......Page 313 Index......Page 317 Further reading from Kogan Page......Page 321 How Is The Marketing Process Managed In Companies Across The World? And How Can It Be Improved? Marketing Revolution Answers These Questions And More By Drawing On International Research And Analysis From Leading Consultants, Academics And Practitioners, And From The Authors' Insight Into The Revolutionary Marketing Practices Of The Global Giant, Ibm. This Book Encourages Managers To Think About Their Marketing Environment In A Totally New And Revolutionary Way And Shows Readers How To Transform Their Marketing Techniques.--jacket. 1. Why Revolutionize Marketing? -- 2. What Is Marketing Revolution? -- 3. Customer Insight -- 4. Revolution Through Strategic Planning -- 5. Revolution Through Segmentation -- 6. Revolutionizing The Company By Living The Brand -- 7. Customer Relationship Management -- 8. From Customer Insight To Customer Action -- 9. Creating The Capability For Operational Analytics -- 10. From Revolutionary Thinking And Planning To Action -- 11. Revolution Through People -- 12. Case Studies. Paul R. Gamble ... [et Al.]. Ibm ; Cim. Includes Bibliography References (p. 300-303) And Index.