Customer-Centric Marketing

Improve how customers perceive a business by tapping into the benefits of sustainable development through digital marketing.

£19.99

Book Details

Dimensions 155 x 235 cm

About The Author

Jon James

Is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.

Neil Kelley

Neil Richardson

Is an experienced marketing/business practitioner. He is involved in supporting other professionals who seek advice about marketing and decision making as well as being a senior lecturer and CIM course leader at Leeds University Business School. He has also co-authored Develop Your Marketing Skills, Develop Your PR Skills and A Quick Start Guide to Social Media Marketing (all published by Kogan Page).

Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness.

Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.