Resources: Books
Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits For decades, marketing has been an industry driven by the gut. No one really knew what worked or why, and marketing executives rarely had to defend their expenditures and results. But times are changing. Marketing must answer to the bottom line just like every other business function, …read more »
The Value Profit Chain : Treat Employees Like Customers and Customers Like Employees Serving employees well and knowing when to "fire" a customer will boost a firm's bottom line, according to this team of Harvard Business School professors. The authors of The Service Profit Chain here stress the creation of lifetime customers and detail the complex relationship between…read more »
The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value read more »
Return on Customer: Creating Maximum Value From Your Scarcest Resource Virtually every manager agrees that a company’s most vital asset is its customer base – the lifetime values of all its current and future customers. Yet when companies track their financial results, they rarely take into account any change in the value of this critical…read more »
Marketing in Today's Wired World: Communication Strategies to Win Customers, Increase Profits, and Slash Costs Marketing in Today's Wired World alerts you to the many profitable and clever ways you can use email, txt, video and audio messages to boost revenues, recruit new business, cut costs, improve customer service and leapfrog in front of your competition.read more »
Inside the Customer Universe: How to Build Unique Customer Insight for Profitable Growth and Market Leadership Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice…read more »
Information-Driven Business: How to Manage Data and Information for Maximum Advantage Information-Driven Business helps you to understand this change and find the value in your data. Hillard explains techniques that organizations can use and how businesses can apply them immediately. For example, simple changes to the way data is described will let staff support their…read more »
Data-Driven Print: Strategy and Implementation Data-Driven Print is the answer to the question of how to overcome the strategic and operational barriers that have impeded growth in this media form by leveraging digital printing technology to deliver customized printed communications. This book, the second volume in the Printing Industry…read more »
Customer Equity: Building and Managing Relationships As Valuable Assets What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology- and information-intensive economy of today. But how can an asset as intangible as customer value be measured? This timely book provides a solution:…read more »
Business-to-Business Internet Marketing: Seven Proven Strategies for Increasing Profits through Internet Direct Marketing Updated with cutting-edge online examples and the latest success stories, this accessible handbook will enable any company to profit from business-to-business techniques. Practical yet visionary, this resource provides a blueprint for success by explaining seven proven strategies for…read more »
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The CMO Council, and its special interest network, the Customer Experience Board will look to extend its current thought leadership development with InfoPrint Solutions Company by taking the baseline learnings specific to customer engagement, retention and loyalty marketing, and consumer mandates for relevant valued communications to better map, define and understand the specific needs and requirements within targeted vertical industries. "What's Critical in the Vertical," addresses the top issues, challenges and strategic priorities influencing marketing decision making, areas of spend, organizational renovation, and performance measurement. The Council is keen to further explore more deeply the forces, factors, shifts and trends impacting marketers by industry, particularly as it relates to strategic marketing challenges and industry issues.
Key verticals to be targeted include insurance, commercial banking, utilities, and communication service providers. All these entities will be brought together to focus in on "What's Critical in the Vertical" and to take intensive look at industry-specific customer engagement opportunities, market velocity, messaging relevance and customer experience.