Consumer Engagement Fidelizar Clientes En El Entorno Digital
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Author | : Silvia Ahumada Luyando |
Publisher | : ESIC |
Total Pages | : 544 |
Release | : 2023-06 |
Genre | : Business & Economics |
ISBN | : 8419480789 |
El consumer engagement es la disciplina del marketing que engloba todos aquellos procesos de retención, fidelización y relación con clientes y leads mediante la utilización de las nuevas tecnologías. Las técnicas de consumer engagement son las herramientas más poderosas de las que disponen los directores de marketing para relacionar, fidelizar y retener de una forma clara, económica y directa como nunca antes se había realizado en marketing. Este libro es el resultado de más de 20 años de experiencia de los autores en todos los ámbitos del engagement, la fidelización y la retención de clientes tanto en España como en proyectos internacionales. Se divide en 11 capítulos donde se tratan de una manera profunda todas las herramientas que un directivo puede utilizar para poner en marcha un programa de relación, fidelización y retención de clientes, proveedores y empleados. También enseña el funcionamiento de técnicas de comunicación digital aplicadas a la gestión de clientes. A lo largo de sus páginas, se explica con un vocabulario exacto, preciso y claro cómo implantar de una manera eficaz y eficiente programas de fidelización y retención y cómo incrementar el ciclo de vida de los clientes para cualquier tipo de empresa.
Author | : Blanca García Gómez |
Publisher | : Ediciones Pirámide |
Total Pages | : 113 |
Release | : 2013-09-17 |
Genre | : Business & Economics |
ISBN | : 8436829670 |
El incremento creciente de la competencia en los mercados hace que la búsqueda de la lealtad del cliente sea uno de los objetivos prioritarios de cualquier organización preocupada por la innovación que ayude a conseguir mejores resultados empresariales, para lo que es clave el diseño de estrategias de fidelización que sean capaces de alinearse con los intereses de los consumidores. Sin duda, una buena gestión de los programas de fidelización de clientes dará a la empresa una ventaja competitiva, además de aportar información muy valiosa sobre los gustos, las actitudes y el comportamiento de los consumidores. Así, la gestión de un programa de fidelización desde un enfoque proactivo, apoyado en una correcta gestión de las bases de datos de clientes, se convertirá en un instrumento de gran valor. En esta obra, partiendo del concepto de lealtad, se expone la evolución de la estrategia de fidelización de clientes desde la orientación al mercado hasta el planteamiento 360 grados. En el libro se analizan los aspectos clave de los programas de fidelización de clientes (mecanismos de implantación, ti‑ pos, etc.) y se estudia el papel de las bases de datos en la personalización de la oferta. En el desarrollo del texto se ha buscado la interacción entre la teoría y la práctica, lo que ayuda al lector a conseguir una mejor comprensión de los términos que se utilizan y su aplicación.
Author | : Jaime Gil-Lafuente |
Publisher | : Springer |
Total Pages | : 376 |
Release | : 2018-10-13 |
Genre | : Technology & Engineering |
ISBN | : 3030006778 |
This book presents original research articles addressing various aspects of economics, management and optimization. The topics discussed include economics, finance, marketing, resource allocation strategies, fuzzy logic, and network-based techniques for the analysis of economics, management and mathematical optimization. Combining the input of contributing professors and researchers from various Spanish, Italian and Latin American universities, the book will be of interest to students, researchers and practitioners, as well as members of the general public interested in the world of Economics and Management.
Author | : Miltiadis D. Lytras |
Publisher | : Springer Science & Business Media |
Total Pages | : 632 |
Release | : 2009-09-29 |
Genre | : Computers |
ISBN | : 364204753X |
This book, in conjunction with the volume CCIS 49, constitutes the refereed proceedings of the Second World Summit, WSKS 2009, held in Chania, Crete, Greece, in September 2008. The 62 revised full papers presented were carefully reviewed and selected from 256 submissions. The papers are deal with information technologies - knowledge management systems - e-business and business, organizational and inter-organizational information systems for the Knowledge Society, knowledge, learning, education, learning technologies and e-learning for the Knowledge Society, social and humanistic computing for the Knowledge Society – emerging technologies for the society and the humanity, culture and cultural heritage - technology for culture management - management of tourism and entertainment - tourism networks in the Knowledge Society, e-government and e-democracy in the Knowledge Society, innovation, sustainable development and strategic management for the Knowledge Society, service science, management, engineering, and technology, intellectual and human capital development in the Knowledge Society, advanced applications for environmental protection and green economy management, future prospects for the Knowledge Society: from foresight studies to projects and public policies, technologies and business models for the creative industries.
Author | : Barry Cushway |
Publisher | : Kogan Page Publishers |
Total Pages | : 244 |
Release | : 1999 |
Genre | : Business & Economics |
ISBN | : 9780749429539 |
This new edition retains its practical emphasis, taking theory at its simplest and translating it into real-world situations. The book outlines the nature of organizations in terms of how they are constructed and analyzed, showing how they are affected by the behaviour of individuals and groups.
Author | : Zizi Papacharissi |
Publisher | : Routledge |
Total Pages | : 337 |
Release | : 2010-09-10 |
Genre | : Computers |
ISBN | : 1135966168 |
A Networked Self examines self presentation and social connection in the digital age. This collection brings together new work on online social networks by leading scholars from a variety of disciplines. The volume is structured around the core themes of identity, community, and culture—the central themes of social network sites. Contributors address theory, research, and practical implications of the many aspects of online social networks.
Author | : Roland T. Rust |
Publisher | : Prentice Hall |
Total Pages | : 552 |
Release | : 2005 |
Genre | : Customer equity |
ISBN | : 9780131419292 |
This book includes a practical framework with applied cases, and award-winning research.
Author | : Parreno, Jose Marti |
Publisher | : IGI Global |
Total Pages | : 374 |
Release | : 2015-04-30 |
Genre | : Business & Economics |
ISBN | : 1466683430 |
Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.
Author | : Fred D. Davis |
Publisher | : Springer Nature |
Total Pages | : 125 |
Release | : |
Genre | : |
ISBN | : 3030452743 |
Author | : Massimiliano Bonacchi |
Publisher | : Springer |
Total Pages | : 95 |
Release | : 2018-11-04 |
Genre | : Business & Economics |
ISBN | : 3030019713 |
This book is designed to meet the needs of CFOs, accounting and financial professionals interested in leveraging the power of data-driven customer insights in management accounting and financial reporting systems. While academic research in Marketing has developed increasingly sophisticated analytical tools, the role of customer analytics as a source of value creation from an Accounting and Finance perspective has received limited attention. The authors aim to fill this gap by blending interdisciplinary academic rigor with practical insights from real-world applications. Readers will find thorough coverage of advanced customer accounting concepts and techniques, including the calculation of customer lifetime value and customer equity for internal decision-making and for external financial reporting and valuation. Beyond a professional audience, the book will serve as ideal companion reading for students enrolled in undergraduate, graduate, or MBA courses.