Beschreibung
149, [3] pages. Suggested Reading. Author's promotional item laid in. Nice inscription signed by the author on fep. DJ has some wear and soiling. Ralph Crosby is Chairman and CEO of one of the largest and most successful marketing communications companies in the mid-Atlantic area. Crosby Marketing Communications, which he founded in 1973, serves national and regional clients that are market leaders in various industries. The firm is ranked around number 270 on Advertising Age's list of the country's 500 largest agencies. He has published numerous articles in national magazines, lectured at his alma mater, the University of Maryland College of Journalism, and taught continuing education courses in advertising and public relations. Mr. Crosby began his professional life as a newspaperman in Baltimore, later becoming a Washington correspondent for Chilton Publications, and culminating his journalistic career as an editor with the Kiplinger organization. He followed his time as a journalist with the founding of a PR that has grown into Crosby Marketing Communications, one of the nation's leading integrated marketing firms. It now has a proven track record for creating national and regional campaigns for Fortune 500 companies, federal agencies and both for profit and nonprofit organizations. Crosby recently won the Multicultural Marketing Campaign of the Year award from PRWeek magazine for its work on behalf of the U.S. Department of Education's Federal Student Aid program. Businesses often are started by entrepreneurs with an idea, a product or service, or an expertise. Many of them fail, not because the idea or product isn't good, but because their attention is overwhelmingly directed internally - e.g., what goes into the product - when they should focus externally, always reminding themselves: "It's The Customer, Stupid!"That's the premise of Ralph Crosby's new book, "It's The Customer, Stupid! Lessons Learned in a Lifetime of Marketing."An organization's success starts and ends with the customer, a lesson absorbed by the author on the front lines of small businesses he owned or operated, through the teachings of experts and mentors, and from years of strategic marketing for myriad clients at his own marketing agency. Those lessons are the foundation of this book, which covers the following: Knowing who is your customer. How to bond with your customer. Best practices in the customer-centric process. Sending the right message to the customer. How to handle one of your best customers - the media. Avoiding the myths of marketing. Customer engagement in the Internet age. New media + old media = The future of marketing. Learning from your marketing mistakes.The author contends that if you are in business - for profit or nonprofit - you must focus on your customers, be they buyers, members, contributors, patients, clients, volunteers, subscribers, employees or any other persons whose satisfaction is key to the organization's success. Using examples and stories of both marketing success and failure, this book offers guidance on how to achieve that customer focus and satisfaction. First Edition [Stated], First Printing [Stated].
Bestandsnummer des Verkäufers 74160
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