Home > Store

Definitive Guide to Customer Relationship Management (Collection), The

Register your product to gain access to bonus material or receive a coupon.

Definitive Guide to Customer Relationship Management (Collection), The

eBook (Watermarked)

  • Sorry, this book is no longer in print.
  • About Watermarked eBooks
  • This PDF will be accessible from your Account page after purchase and requires PDF reading software, such as Acrobat® Reader®.

    The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

    Watermarked eBook FAQ

Not for Sale

Description

  • Copyright 2012
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-334609-9
  • ISBN-13: 978-0-13-334609-1

A brand new collection of powerful insights into building outstanding customer relationships… 4 pioneering books, now in a convenient e-format, at a great price!

4 remarkable eBooks help you develop rock-solid, high-value long-term customer relationships: levels of loyalty you thought were impossible

Today, rock-solid long-term customer relationships are the holy grail of every business -- and they seem just as elusive. But such relationships are possible: great businesses are proving it every day, and reaping the rewards. In this extraordinary 4 eBook set, you'll learn how they do it -- and how you can, too, no matter what you sell or who your customers are. First, in Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty, internationally respected marketing expert V. Kumar presents a complete framework for linking your investments to business value - and maximizing the lifetime value of every customer. Learn how to use Customer Lifetime Value (CLV) to target customers with higher profit potential…manage and reward existing customers based on their profitability…and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources…pitching the right products to the right customers at the right time…determining when a customer is likely to leave, and whether to intervene…managing multichannel shopping… even calculating referral value. Next, in Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World, Richard Hammond presents remarkable new case studies, ideas, strategies, and tactics from great retailers worldwide. Discover new ways to use data to drive profit and growth… do more with less… leverage technology to develop highly productive and innovative remote teams… create your ultimate retail experience! In Inside the Mind of the Shopper: The Science of Retailing, the legendary Herb Sorensen reveals what customers really do when they shop, ripping away myths and mistakes that lead retailers to miss huge opportunities. Sorensen identifies simple interventions that can have dramatic sales effects, shows why many common strategies don't work, and offers specific solutions for serving quick-trip shoppers, optimizing in-store migration patterns, improving manufacturer-retailer collaboration, even retailing to multicultural communities. Finally, in The Truth About What Customers Want, Michael R. Solomon demystifies today's consumers, revealing what they want, think, and feel. Then, based on his deep truths about consumer behavior, he presents 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers!

From world-renowned experts in customer behavior and retail performance V. Kumar, Richard Hammond, Herb Sorensen, and Michael R. Solomon

Sample Content

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty

Foreword     xiii

Preface     xv

Acknowledgments     xviii

About the Author     xix

Chapter 1: Introduction     1

Chapter 2: Maximizing Profitability     11

Chapter 3: Customer Selection Metrics     29

Chapter 4: Managing Customer Profitability     59

Chapter 5: Maximizing Customer Profitability     75

Chapter 6: Managing Loyalty and Profitability Simultaneously     93

Chapter 7: Optimal Allocation of Resources across Marketing and Communication Strategies     113

Chapter 8: Pitching the Right Product to the Right Customer at the Right Time     127

Chapter 9: Preventing Attrition of Customers     143

Chapter 10: Managing Multichannel Shoppers     163

Chapter 11: Linking Investments in Branding to Customer Profitability     187

Chapter 12: Acquiring Profitable Customers     205

Chapter 13: Managing Customer Referral Behavior     223

Chapter 14: Organizational and Implementation Challenges     249

Chapter 15: The Future of Customer Management     267

Index     283

Smart Retail: Practical Winning Ideas and Strategies from the Most Successful Retailers in the World

Acknowledgments     ix

Photo Acknowledgments     x

Introduction to this Edition     xi

Preface—Why retailing?      xiii

Part one: You

Starting at the beginning.

Chapter 1: What do you want for yourself?      3

Chapter 2: Rising above the crowd     9

Chapter 3: Keeping it simple     11

Chapter 4: Rolling those snowballs     15

Part two: Team

Make us happy and we will make you money.

Chapter 5: What’s the Big Idea?      25

Chapter 6: How to build great teams     35

Chapter 7: How to get people out of bed     61

Chapter 8: All we need is a little better every time     75

Part three: Customer

Make me happy and I will give you my money.

Chapter 9: We love shopping here!      91

Chapter 10: Price and value     113

Chapter 11: Promote or die     123

Chapter 12: Marketing for real people     135

Part four: Store

Make it brilliant and they will spend.

Chapter 13: Discovery!      151

Chapter 14: The great big theater of shop     167

Chapter 15: Detail, detail, detail—the store environment     179

Chapter 16: And finally...how we got here     187

Epilogue—And we’re done?      207

Appendix I: Your job and Smart Retail     209

Appendix II: Take-action time     212

Appendix III: Street time     214

Appendix IV: Books for retailers     217

Index 219

Inside the Mind of the Shopper: The Science of Retailing

Author's Notes and Acknowledgments     xv

About the Author     xxi

Preface: Rethinking Retail     1

Introduction: Twenty Million Opportunities to Buy     5

Part I: Active Retailing     23

Chapter 1: The Quick Trip: Eighty Percent of Shopper Time Is Wasted     25

Chapter 2: Three Moments of Truth and Three Currencies     47

Chapter 3: In-Store Migration Patterns: Where Shoppers Go and What They Do     69

Chapter 4: Active Retailing: Putting Products into the Path of Shoppers     97

Chapter 5: Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog     113

Part II: Going Deeper into the Shopper's Mind     131

Chapter 6: The Quick-Trip Paradox: An Interview with Unilever’s Mike Twitty     133

Chapter 7: Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland)     147

Chapter 8: Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural     161

Chapter 9: Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets     179

Part III: Conclusions     189

Chapter 10: The Internet Goes Shopping     191

Chapter 11: Game-Changing Retail: A Manifesto     199

Part IV: Appendix     205

Appendix: Views on the World of Shoppers, Retailers, and Brands     207

Index     213

The Truth About What Customers Want

Introduction      ix

Truth 1 Your customers want a relationship, not a one-night stand      1

Truth 2 Design it, and they will come      5

Truth 3 Sensory marketing–smells like profits     9

Truth 4 Pardon me, is that a breast in your Coke?     13

Truth 5 One man’s goose…     17

Truth 6 Throw ‘em a bone, and they’ll no longer roam     21

Truth 7 Stay in their minds–if you can     25

Truth 8 These are the good old days     29

Truth 9 Why ask why? Understand consumers’ motives to meet their needs     33

Truth 10 He who dies with the most toys wins     37

Truth 11 Your customers are looking for greener pastures     41

Truth 12 “Because I’m worth it”     45

Truth 13 Love me, love my avatar     49

Truth 14 You really are what you wear     53

Truth 15 Real men don’t eat quiche (but they do moisturize)     57

Truth 16 Girls just want to have fun     61

Truth 17 Queer eye for the spending guy     65

Truth 18 Yesterday’s chubby is today’s voluptuous     69

Truth 19 Men want to sleep with their cars     73

Truth 20 Your PC is trying to kill you     77

Truth 21 Birds of a feather buy together     81

Truth 22 Sell wine spritzers to squash players     85

Truth 23 They think your product sucks–but that’s not a bad thing     89

Truth 24 When to sell the steak, when to sell the sizzle     93

Truth 25 People are dumber than robots (lazier, too)     97

Truth 26 Your customers have your brand on the brain     101

Truth 27 Let their mouseclicks do the walking     105

Truth 28 Nothing shouts quality like leather from Poland     111

Truth 29 Consider investing in a drive-thru mortuary     115

Truth 30 Go to the Gemba     119

Truth 31 Your customers want to be like Mike (or someone like him)     123

Truth 32 Go tribal     127

Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too     131

Truth 34 Catch a buzz     135

Truth 35 Go with the flow–get shopmobbed today     139

Truth 36 Find the market maven, and the rest is gravy     143

Truth 37 Hundreds of housewives can predict your company’s future     147

Truth 38 Know who wears the pants in the family     149

Truth 39 Youth is wasted on the young     153

Truth 40 Make millions on Millennials     157

Truth 41 Grownups don’t grow up anymore     161

Truth 42 Dollar stores make good cents     165

Truth 43 The rich are different     169

Truth 44 Out with the ketchup, in with the salsa     173

Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks     177

Truth 46 Ronald McDonald is related to Luke Skywalker     181

Truth 47 Sign a caveman to endorse your product     185

Truth 48 Make your brand a fortress brand–and make mine a Guinness     189

Truth 49 Turn a (pet) rock into gold     193

Truth 50 Think globally, act locally     197

References      201

About the Author     209

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020