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Customer Care and Competitive Advantage
by Colin Gilligan
Binding: Paperback, 256 pages
Publisher: Butterworth-Heinemann
List Price: USD $39.95
ISBN 10: 0750662476
ISBN 13: 9780750662475
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Book Description:
The new consumer is young, media savvy, fluent in advertising, brand literate and a mystery to most companies. The other new consumer is over 50, incontrol of the bulk assets and wealth of the developed economies and is also a mystery to most marketers. Marketers must redefine customer care itself simple (but expensive) CRM systems will not help.Customer Care and Competitive Advantage explores, in two parts, the deep seated nature of this change and its implications for business. The first examines the nature and emergence of the new consumer, the second the implications for marketing planning and customer care, and as a consequence, competitive advantage. Gives new insights into the real concerns of the 'new' customer Offers a broader approach to customer care which reconnects it to competitive advantage Shows the new fast connectivity with markets that has revolutionised customer communications and care

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