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Jingdong book

营销学精选教材译丛·顾客资产管理

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《顾客资产管理》是国内第一本关于顾客资产管理的最具权威性的图书!最优秀的作者、最深厚的研究功底、最新鲜的思想,最鲜活的案例,带来阅读经典的愉悦享受!简洁明了的行文风格、穿插大量实用工具和案例,阅读经典,不必如此费力。
顾客资产管理是目前市场营销学界研究的前沿和热点之一。《顾客资产管理》系统介绍了顾客资产管理的相关概念和分析工具,包括:顾客管理的框架,顾客资产分析的数学模型和分析工具,顾客选择战略,品牌资产,顾客资产和关系资产的联系,顾客互动的管理以及如何衡量和评价营销活动的结果等问题。
《顾客资产管理》不仅介绍了对市场营销学前沿理论问题的研究成果,而且包括了顾客资产管理的实用工具和大量实际案例,适合市场营销学相关专业的MBA、研究生、学者以及实际管理者阅读。
Author Description

罗兰·T.拉斯特(Roland T Rust)马里兰大学Robert H.Smith商学院市场营销学教授,服务绩效中心主任。他的成就包括:美国市场营销协会市场调研Gilbert A.Churchill终身成就奖,美国广告学会广告研究杰出贡献奖,美国市场营销协会的服务学科职业贡献奖。他获得了Marketing Science,Journal of Marketing Research.Journal of Marketing,Journal of Advertising, Journal of Retailing的最佳论文奖,美国营销科学院(MSI)的Robert D.Buzzel}最优论文奖(两次)。
凯瑟琳·N.莱蒙(Katheritle N.Lemon)博士,波士顿大学管理学院营销系副教授。她是顾客资产管理和营销战略领域公认的领袖,担任美国市场营销协会的学术顾问。她是Journal of Marketing,Journal of Service Research等学术期刊的编委会成员。
达斯·纳拉扬达斯(Das Narayandas)博士,哈佛商学院企业管理专业教授。哈佛商学院高级营销经理项目的企业营销战略课程教授。目前的研究领域主要包括B2B营销和顾客关系管理。
译者简介
汪涛,武汉大学经济与管理学院教授、博士生导师,营销系主任。兼任中国市场学会常务理事,中国高校市场学研究会常务理事。
Catalogue

第1部分 理解和分析顾客资产的工具
第1章 顾客资产管理战略介绍
1.1 战略性顾客资产管理方法简述
1.2 为什么战略性顾客资产管理很重要
1.3 理解战略性顾客资产管理会获得什么
小结
复习题及练习
案例1-1 Snapple公司

第2章 顾客资产方法和顾客管理计划
2.1 顾客资产管理方法
2.2 引入顾客管理战略
2.3 顾客管理计划
小结
复习题及练习
附录一 顾客资产练习:访问一名顾客
附录二 营销回报模型——利用顾客资产调整营销战略
案例2-1 施乐:按需印刷
案例2-2 可口可乐公司的新型自动售货机(A):获取价值的价格?

第3章 顾客资产分析
3.1 市场分析
3.2 企业绩效分析
3.3 对比企业与竞争者的绩效
3.4 确定机会的大小
3.5 我们从分析中学到了什么?企业关注什么?
小结
复习题及练习
案例3-1 Brita产品公司
案例3-2 Harrah娱乐公司

第4章 测量顾客资产
4.1 品牌转换和顾客终身价值
4.2 模型化转换矩阵
4.3 投资回报率
4.4 横截面数据和纵向数据
小结
复习题及练习
案例4-1 Aerosphere航空公司(A)
案例4-2 Aqualisa Quartz:简单又好用的淋浴器
案例4-3 Calyx&Corolla

第2部分 制定顾客资产管理战略
第5章 顾客选择
5.1 有效的顾客管理战略
5.2 顾客选择
小结
复习题及练习
案例5-1 Granny’S糖果公司
案例5-2 Fabtek(A)
案例5-3 Fabtek(B)

第6章 建立和管理品牌资产
6.1 品牌资产:它是什么和为什么它很重要
6.2 品牌资产何时重要
6.3 公司如何改善品牌资产
小结
复习题及练习
案例6-1 伊斯曼一柯达公司:欢乐时光胶卷
案例6-2 Alloy.corn
案例6-3 品牌报告卡练习

第7章 建立和管理价值资产
7.1 价值资产:公司平衡顾客价值等式的能力
7.2 价值资产何时最重要
7.3 价值资产的驱动力
小结
复习题及练习
案例7-1 通力:MonoSpace@投放德国市场
案例7-2 Medicines公司

第8章 管理关系资产
8.1 长期管理顾客关系的不同方法
8.2 同时管理不同的顾客类型
小结
复习题及练习
案例8-1 WESC()分销公司
案例8-2 ArrOW电子公司

第9章 利用多渠道条件下的多接触点管理顾客关系
9.1 多渠道营销:公司视角
9.2 顾客视角
小结
复习题及练习
案例9-1 Eddie Bauer公司

第3部分 测量、监控和评估顾客资产管理战略
第10章 战略实施:对最大化影响的投资
10.1 快速回顾:我们如何把握要点
10.2 评估潜在的营销行动
10.3 实践分析的机会
10.4 追踪结果和监控过程
小结
复习题及练习
案例10-1 Aerosphere航空公司(B)
案例10-2 Nortel网络公司光纤网络事业部的顾客资产测量
案例10-3 希尔顿全球荣誉忠诚计划

第11章 在组织市场中管理顾客赢利性
11.1 管理顾客收入
11.2 SCW指标
11.3 支付价格指标
11.4 管理顾客利润
小结
复习题及练习
案例11-1 Hunter Business Group:TBA团队
案例11-2 CMR企业

第12章 顾客关系管理技术在顾客管理中的作用
12.1 背景
12.2 战略符合功能设计
12.3 整合-利益相关者
12.4 整合-关键接触点
12.5 实施中的绊脚石
12.6 如何衡量成功
12.7 行业回顾
12.8 行业趋势
小结
复习题及练习
案例12-1 Moore医疗公司
案例12-2 SaleSoft公司

第13章 顾客管理正在如何改变营销
13.1 顾客资产分析如何改变营销
13.2 顾客管理和市场营销的可测性
小结
复习题及练习
案例13-1 RBC金融集团的顾客赢利能力和顾客关系管理(经删节)
案例13-2 花旗银行:信用卡在亚太地区的投放(A)
Book Abstract

第1章顾客资产管理战略介绍
考虑下列情况:
一家电信公司的营销主管面临一个困境:是投资2 000万美元来制定常用用户方案以减少顾客的不稳定,还是花费2000万美元通过公司网站和免费号码来改善顾客支持性服务。哪一项投资能带来更大的收益?
一家全球制药公司的产品经理必须对以下情况进行选择:
◆投资500万美元于技术,建立一个顾客数据库;
◆花费100万美元直接进行一场营销活动;
◆接受一个广告代理商的建议,花200万美元买下明年的广告媒体。
产品经理应该怎么做?
一家居于领导地位的零售公司的营销副总考虑通过董事会降价5%,但同时取消店内销售和价格促销。如果这项方案能充分发挥公司营销资源的最大效用,那么他该怎样决策呢?
哪项投资会对顾客关系和长期赢利造成最大影响?决策者又该如何决断?如今的公司面临跨越传统职能边界的重要营销挑战:
◆吸引新顾客的最佳方法是什么?
◆我如何保持现有顾客满意并确保他们不会投入竞争者的怀抱?
◆对于我的顾客,最重要的是什么?
◆我怎样了解哪个顾客对我的业务最重要?
◆我如何不靠没完没了的价格促销来建立我的业务?
这些问题的答案要求对顾客管理的深入理解。营销战略的核心是顾客战略。营销战略的目的何在?公司寻求吸引和维持从公司购买商品和服务的顾客,使他们的消费维持在一个能使公司长期获益的水平上。公司如何做到这一点呢?这就是本书将要论述的内容。
Introduction

20世纪80年代,市场营销学开始在我国迅速传播和发展。80年代以来,设立该专业或开设市场营销学课程的高等院校数量显著增多,研究工作亦有显著的进展。尤其是90年代以来,随着中国市场化改革进程的加快,社会急需大量的受过专业训练的市场营销人才,更是推动了我国高等院校中市场营销专业教育的迅猛发展。自此以后,市场营销学可以说是基本上实现了在我国的启蒙和普及。
随着第一阶段启蒙和普及目标的实现,当前国内对于市场营销的研究和教育开始向两个方向发展:其一就是对当前国际学术界在市场营销研究前沿的追踪和深化;其二就是结合国内市场环境的特点和经济发展的需要,实现市场营销理论的本土化,发展对中国现实更有解释力的市场营销理论。我想,这两个方向会在相当长一段时间内影响国内市场营销学的研究和教育。
营销研究的转型必然要求营销知识的传播机构,主要包括高等教育机构以及出版机构,也要做相应调整。以出版为例,在20世纪营销知识的传播和普及中,出版机构扮演着非常重要的角色。实际上,正是菲利普·科特勒博士的《营销管理》教材的引入(我印象中最早的版本是科学技术文献出版社出版的第6版)奠定了国内营销研究的学科基础,而该书从第6版直到第11版的先后引入,也见证了国内市场营销学科快速发展的历程。可以说,在国内其他领域,还很少看见一本教材会对一个学科的教学和研究能产生如此巨大和广泛的影响。然而,从另一个角度,这也许同样暴露出当前国内营销知识传播中所面临着的尴尬境地:如果说一门学科可以只用一本教科书来概括,至少说明我们对这个学科的理解和解说还缺乏足够的甚至是必要的张力和活力。
首先,按照美国市场营销学会会刊主编瓦格纳·卡马库拉的观点,市场营销学是在管理学、行为科学(心理学和社会学)和定量分析(数学和计量经济学)这三门较成熟学科的基础之上发展起来的独立学科。因此,市场营销学之中有三个侧重:侧重于管理学的叫做“市场营销学理论”,侧重行为科学的称为“消费者行为学”,而侧重营销方法论以及由此延伸出的定量分析手段的则是“市场营销科学”。所以,在市场营销的知识体系中,科特勒博士的《营销管理》只是涉及市场营销理论部分(我个人认为,本书只是营销学的入门读物,对于研究生以上层次并不适用),而营销科学(研究方法)以及消费者行为理论却没有得到同样的重视。

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