Customer-Centric Marketing

Customer-Centric Marketing

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Richardson, Neil | James, Jon | Kelley, Neil Kogan Page Limited, 2015 Audio summary available
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In Customer-Centric Marketing, Neil Richardson, Jon James, and Neil Kelley use case studies in connection with marketing tools and theories to provide a step-by-step framework for communicating environmental sustainability via digital marketing. Buying is based on consumer beliefs, attitudes, and expectations, all of which are shaped by the sustainability continuum. Making strategic and operational decisions based on customer responses and needs enables companies to pursue long-term growth while also having a positive impact on the environment.