The Marketing Book 5th Edition

482 The Marketing Book Based on Purchase Behaviour Across Product Classes,Journal of Marketing, 51 (4), 99–100. Bednarz, M. R. a ...

Sales promotion 483 Peattie, K. and Peattie, S. (1993) Sales Promo- tions: Playing to Win?, Journal of Marketing Management, 9 ( ...

484 The Marketing Book Marketing Weapon, Journal of Marketing Man- agement, 13 (8), 777–789. Demonstrates the use of promotions ...

CHAPTER 19 Integrating customer relationship management and supply chain management MARTIN CHRISTOPHER and ADRIAN PAYNE Introduc ...

Consumer franchise Brand values Corporate image Benefit focused Customer value Costs of ownership Value-adding relationship S ...

Integrating customer relationship management and supply chain management 487 Both of these franchises need cost-effective SCM an ...

Market understanding Innovation management Supply chain management Customer relationship management R&D Production Sales Dis ...

Integrating customer relationship management and supply chain management 489 something to be managed as efficiently as possible. ...

(a) Vertical organizational focus (b) Horizontal organizational focus Input-focused, budget-driven Traditional, functional organ ...

Strategy development process: Business strategy ! ! Business vision Competitive Customer strategy ! ! ! Customer choice Customer ...

492 The Marketing Book transfer them to the customer as customer value. Customer strategy The other half of the strategy equatio ...

Integrating customer relationship management and supply chain management 493 Multichannel integration Faced with the necessity o ...

494 The Marketing Book including salesforce automation and call centre management. These applications are used to increase reven ...

Integrating customer relationship management and supply chain management 495 suppliers and their customers – whether those custo ...

496 The Marketing Book the main point of contact was between a salesperson from the supplier and a buyer from the retailer. Figu ...

Integrating customer relationship management and supply chain management 497 fewer stock-outs and higher stock-turns, which has ...

498 The Marketing Book retention rate means that we lose 10 per cent of our customer base each year; thus, on average we turn ou ...

Integrating customer relationship management and supply chain management 499 However, the importance of time extends beyond this ...

500 The Marketing Book strategies. Because customer needs and value preferences differ, there is a requirement to engineer flexi ...

Customer in control On-line interaction Traditional interaction Supplier in control Dell Saville Row McDonald's Microsoft In ...