How Executives Should – and Shouldn’t – Engage With Customers
When done the right way, customer engagement can turn into a lucrative opportunity.
Content: Article | Authors: Christoph Senn, Noel Capon | Source: “INSEAD Knowledge” | Subjects: Customer Related, Marketing / Sales
Total Integrated Marketing: Breaking the Bounds of the Function
“The only true role of marketing is as a guiding corporate philosophy for the business as a whole,” writes this team of b-school professors. Their book details how strategy, finance, operations, sales, R&D, customer service, and HR can be redesigned from a marketing orientation in order to better serve the only asset a company needs over the long term, “paying customers.”
Content: Book | Authors: James Mac Hulbert, Nigel Piercy, Noel Capon | Subjects: Management, Marketing / Sales
Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company’s Most…
Content: Book | Author: Noel Capon | Subjects: Management, Marketing / Sales