The bestselling author of The Loyalty Leap applies the principles of customer intimacy to a business-to-business context. Since the publication of New York Times bestseller The Loyalty Leap, Bryan Pearson's customer loyalty approach to marketing has changed the way many organizations use their customer data. Small coffee shops and large corporations have applied the Loyalty Leap principles to effectively deliver mutual value to customers. But many readers have asked the same question: "How can I apply these lessons in a business-to-business context?” While the principles outlined in The Loyalty Leap hold true whether the customer is an individual or a business, the application of the Loyalty Leap steps can vary. While an individual might respond favorably to one sales pitch, a large corporation with a complicated sales chain might respond very differently. Drawing on his own experience and extensive research, Pearson helps B2B marketers avoid the pitfalls of loyalty marketing to businesses. He helps marketers segment their market into small business, large enterprise, and channel marketers, and explains how a customer loyalty plan can be adapted for each segment. Sharing case studies of successful B2B loyalty initiatives from leaders such as American Express, PHX, Teradata and Salesforce.com, he shows that B2B organizations can successfully take The Loyalty Leap. The Loyalty Leap for B2B is a practical guide that will help you cultivate loyalty among your business customers.
Autorentext
Autorentext
Bryan Pearson is the president and CEO of LoyaltyOne Inc., a global provider of loyalty strategies, programs, and enterprise loyalty solutions and part of the Alliance Data family. As leader of Loyalty One and author of The Loyalty Leap, Pearson is a highly sought-after speaker at conferences around the globe and is widely regarded as an expert on enterprise loyalty and coalition marketing. He lives in Toronto.
Visit www.pearson4loyalty.com.
Titel
The Loyalty Leap for B2B
Untertitel
Turning Customer Information into Customer Intimacy (A Penguin Special from Portfolio)
Autor
EAN
9780698138230
ISBN
978-0-698-13823-0
Format
E-Book (epub)
Hersteller
Herausgeber
Veröffentlichung
09.07.2013
Digitaler Kopierschutz
Adobe-DRM
Dateigrösse
2.5 MB
Anzahl Seiten
100
Jahr
2013
Untertitel
Englisch
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