Open Advanced Search

Log in
Enterprise Plans
Sign Up

Log in
Sign Up
Enterprise Plans
Browse
Features
Pricing

DeepDyve

Advanced Search

show/hide query preview

With all of the words or DOIs:

DeepDyve's default query mode: search by keyword or DOI.

With the exact phrase:

Require these words, in this exact order. Do not surround your terms in double-quotes ("") in this field.

With at least one of the words:

Find any of these words, separated by spaces

Without the words:

Exclude each of these words, separated by spaces

With words in the article title:

Search for these terms only in the title of an article

Published between the years:

With the following authors:

Most effective as: LastName, First Name or Lastname, FN

With words in the journal name:

Search for articles published in journals where these words are in the journal name

Reset filters

Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

DeepDyve requires Javascript to function. Please enable Javascript on your browser to continue.

Marketing Wisdom

Part of the Management for Professionals Book Series

Editors: Kompella, Kartikeya

DOI: 10.1007/978-981-10-7724-1

ISBN: 978-981-10-7723-4

Publisher: Springer Singapore - Springer Journals

Aug 31, 2018

1 - 10 of 11 Chapters

LitStream

Chapter 1Extreme Trust: The Competitive Necessity of Proactive Trustworthiness

Peppers, Don; Rogers, Martha

Pages: 1 –16

[Most businesses today consider themselves to be trustworthy, and by yesterday’s standards they are. They post their prices accurately, they try to maintain the quality and reliability of their products, and they generally do what they say they’re going to do. But that’s as far as most businesses...
LitStream

Chapter 2Net Promoter Score and Its Successful Application

Owen, Richard

Pages: 17 –29

[This essay is about NPS, or the Net Promoter Score. It is a methodology for measuring, and acting upon, customer perceptions of your brand, and it is incredibly popular among companies of all sizes and geographies. As part of the team that “invented” this methodology (if you can invent such a...
LitStream

Chapter 3Focus on ROE (Return on Empathy) to Increase ROI

Ingwer, Mark; Rowden, Andrea

Pages: 31 –45

[The holy grail of business is to predict the future. That is, the future of what customers will do. Virtually all business is focused on the mission to address the needs and wants of their prospects and customers before their competitors. To read customers’ minds and anticipate their behavior,...
LitStream

Chapter 4How Leading Brands Deliver Marketing with Meaning

Gilbreath, Bob

Pages: 47 –60

[A career in marketing sure seemed straight forward on my first day in brand management at Procter & Gamble (P&G) in 1998. Within days in my role, I was trained on how to successfully brief a creative agency, dissect market research, and breakdown market share charts. Back then, as long as you...
LitStream

Chapter 5Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later

Joachimsthaler, Erich; Blanchon-Ehrsam, Agathe; Zinnbauer, Markus

Pages: 61 –80

[In 2007, we created the Demand-first Innovation and Growth model (DIG).This framework proposed a systematic, repeatable process to help brands identify the biggest opportunities for innovation and growth hidden in plain sight. By creating an innovation playbook and accompanying strategy,...
LitStream

Chapter 6The Four A’s of Marketing

Sheth, Jagdish N.; Sisodia, Rajendra S.

Pages: 81 –99

[In this chapter, the authors present a powerful and tested approach that helps managers see a business’s every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken...
LitStream

Chapter 7The Ten Principles Behind Great Customer Experiences

Watkinson, Matt

Pages: 101 –114

[Life-changing events are not always obviously so. Eleven years ago, the man sitting next to me at work struck up a conversation about photography. Today we are best friends and business partners. A few years later he introduced me to a Danish woman at a restaurant in London. I am now that lovely...
LitStream

Chapter 8Who Do You Want Your Customers to Become?

Schrage, Michael

Pages: 115 –126

[Disruptive innovation continues to transform markets, industries and expectations worldwide. That clever new Chinese social media feature can inspire startups and threaten incumbents in Boston, Berlin and/or Bangalore. New value can come from anywhere and everywhere. Customers and clients, not...
LitStream

Chapter 9Stories Make the Difference

Baker, Neil; Simmons, John

Pages: 127 –138

[Some years ago, The Invisible Grail (Simmons in The invisible grail: how brands can tell better stories. Latest edition Urbane Publications, London, 2003) [The book has published its latest edition in 2016. It is one of the Dark Angels trilogy alongside We, Me, Them and It and Dark Angels, also...
LitStream

Chapter 10Marketing 3.0: From Products to Customers to the Human Spirit

Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan

Pages: 139 –156

[Since its introduction in 2010, Marketing 3.0 has become a well-accepted concept in many countries. It is extremely gratifying to observe companies increasingly treating customers as multi-dimensional, values-driven people, in some cases, potential collaborators too. Customers too feel empowered...

results per page

Browse All eBooks

Features

Search and discover articles on DeepDyve, PubMed, and Google Scholar
Read the full-text of open access and premium content
Organize articles with folders and bookmarks
Collaborate on and share articles and folders

Info

Pricing
Enterprise Plans
Browse Journals & Topics
About DeepDyve

Help

Help
Publishers
Contact Us

Sign up for your DeepDyve account now!

Read and print from thousands of top scholarly journals.

System error. Please try again!

Continue with Facebook

By signing up, you agree to DeepDyve’s Terms of Service and Privacy Policy.

Already have an account? Log in

Save Article to Bookmarks

Bookmark this article. You can see your Bookmarks on your DeepDyve Library.

To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.

Subscribe to Journal Email Alerts

To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.

Follow a Journal

To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.

Our policy towards the use of cookies

All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.

cookie policy