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Don Just Relate - Advocate!: A Blueprint for Pro

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最低价：￥234.60

定价：￥349.90

作者：Glen Urban 著

出版社：Pearson Prentice Hall

出版时间：2005-05-21

I S B N：9780131913615

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Don't Just Relate - Advocate!: A Blueprint for Profit in the Era of Customer Power

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234.60元

Don Just Relate - Advocate!: A Blueprint for Pro

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255.00元

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"Congratulations to Glen Urban for moving 'best marketing practice' up a notch. Companies will gain more in the long run by helping their customers make wise choices than in pushing them into purchasing their products. Establishing a reputation for customer trust, transparency, and advice will be the new differentiator." - Phil Kotler

内容简介

In today s environment companies need to go beyond relationship marketing" to be true customer advocates -- faithfully representing their customers interests. Customer advocacy means providing customers and prospects with open, honest and complete information. It means talking with customers, not at them. In most companies, customer advocacy requires a massive transformation in both culture and process. In this book, MIT s Glen Urban covers the entire pyramid of customer advocacy: the base (starting with TQM and customer satisfaction initiatives); the middle (relationship marketing); and the pinnacle : new advocacy techniques built on trust, not coercion. Companies from GM to Intel, Qwest to John Deere are beginning to recognize the urgent importance of customer advocacy. Urban reveals what they re trying, and what challenges they re up against -- and identifies crucial lessons for earning the customer trust needed to thrive in today s radically changed business environment.