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" Voice-of-the-customer marketing : "
Ernan Roman.
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BL
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| Record Number
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1003077
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| Doc. No
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b757447
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| Main Entry
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Roman, Ernan.
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| Title & Author
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Voice-of-the-customer marketing : : a revolutionary five-step process to create customers who care, spend, and stay /\ Ernan Roman.
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| Publication Statement
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New York :: McGraw-Hill,, ©2011.
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| Page. NO
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1 online resource (xvi, 248 pages) :: illustrations
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| ISBN
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0071743081
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: 9780071743082
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007174083X
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9780071740838
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Vision for VOC-driven marketing -- Conduct and apply VOC relationship research -- Create VOC-driven opt-in relationship strategies -- Create VOC-driven multichannel mix -- Create a VOC-driven social media -- Invest in an excellent customer service experience.
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| Abstract
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From the father of Direct Marketing, the revolutionary five-step Customer Relationship Marketing process that has helped Microsoft, NBC, and IBM, increase sales by 75 percent. 'Ernan Roman's 'Wisdom of the Customer' methodology has achieved unprecedented results for cutting-edge marketers! Read this before your competitors do' - Don Peppers and Martha Rogers, Ph. D., Peppers & Rogers Group. "Voice of the Customer" presents a proven step-by-step process for engaging the customer and capturing their 'voice' in every step of the sales and marketing process. Ernan Roman, the award-winning DM guru who created such concepts as IDM (Integrated Direct Marketing) and permission/opt-in marketing shows you the most effective ways to research customer needs and deliver sales/marketing messages that guarantee high returns. The book's case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make - trying to manage customers rather than continually engaging them; focusing on the needs of the seller, rather than the buyer; etc. - and how to avoid them. For business owners and marketers who seek the wisdom and guidance of their customers, this book delivers the wisdom and experience of true visionary.
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| Subject
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Consumer profiling.
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Customer relations.
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Database marketing.
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Relationship marketing.
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BUSINESS ECONOMICS-- Customer Relations.
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Consumer profiling.
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Customer relations.
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Database marketing.
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Relationship marketing.
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| Dewey Classification
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658.8/12
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| LC Classification
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HF5415.55.R66 2011eb
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