Businesses are constantly updating to more sustainable operations due to social and cultural issues, new legislation, and technological factors. However, it is not enough to just be sustainable -- organizations need to effectively communicate it and get their customers involved in the message.
Customer-Centric Marketing looks at how a company communicates its responsible business practices can impact its ability to attract and retain customers, develop relationships, and grow customer satisfaction. It explains how to set out a marketing communications plan that determines what a company's value and goals are, what a company is good at, what the customers want, how communications can be integrated throughout the business to improve internal and external relationships, and what role digital communications will play.
This book offers an actionable plan for overcoming the barriers to adopting sustainable marketing and business methods than can be easily implemented and monitored. It shows marketing professionals how to use digital communications to successfully meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable practices.
Neil Richardson teaches marketing at Leeds Business School. He is an author and an experienced marketing, sales and customer service manager. His books include Develop Your Marketing Skills, Develop Your PR Skills and A Quick Start Guide to Social Media Marketing (Kogan Page).
Jon James is a senior marketing professor at Leeds Metropolitan University. He is a member of the Academy of Marketing, and he has consulted for both the private and public sectors.
Neil Kelley is a Senior Marketing Professor at Leeds Metropolitan University and a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behavior).
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