Romancing the Customer: Maximizing Brand Value Through Powerful Relationship Management [Hardcover]

Paul Temporal (Author), Martin Trott (Author)

Book Description

Publication Date: May 22, 2001

Provides a fresh, international perspective on building customer relationships and building brand equity
Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.
Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management. Martin Trott (Malaysia) is Managing Director of Relationship Marketing International.

Editorial Reviews

Review

"...I would recommend this book to anyone who is relatively new to CRM..." (Journal of Consumer Marketing)

From the Inside Flap

Romancing the Customer
Maximizing Brand Value Through Powerful Relationship Management

The consumer market is a fickle place where even the most stable of relationships can falter. So how do you keep your customers loyal, increase your market share and build the value of your brand? The key lies here. Dr Paul Temporal and Martin Trott draw on their extensive international experience to reveal the secrets of successful brand building through customer relationship management (CRM).

The book id filled with practical tips and checklists to ensure an enduring and meaningful relationship with your customers and long-term affection for your brand.

Case studies from around the world include:

• Barclays Bank
• Boots
• British Airways
• Ford
• its4me plc
• Mercedes-Benz
• Nestle
• Pan Pacific Hotel Group
• Sony
• Tesco

The techniques and advice given in this book are indispensable for all companies, regardless of size or industry, and will help you to

• Build brand value quickly
• Attract and retain customers
• Gain market share
• Earn more profits
• Strengthen brand loyalty
• Extend value to investor relations
• Motivate staff
• Develop better products
• Achieve unbeatable levels of customer service

This is the ultimate guide to building a lasting and sizzling love affair with your customers.

See all Editorial Reviews

Product Details

• Hardcover: 250 pages
• Publisher: Wiley; International edition edition (May 22, 2001)
• Language: English
• ISBN-10: 0471846155
• ISBN-13: 978-0471846154
• Product Dimensions: 9 x 6.3 x 1.1 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,490,900 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars romancing the customer, April 14, 2010

By 

Mr. G. K. Birchall (uk) - See all my reviews
(REAL NAME)   

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This review is from: Romancing the Customer: Maximizing Brand Value Through Powerful Relationship Management (Hardcover)

An excellent book covering all aspects of loyalty and CRM set up in an engaging and easy to follow manner. Full of case study examples and suggestions. This book really demonstrates the close relationship between brand and CRM and how to maximize the effectiveness of this approach.
The book is however out of date and whilst the content provides an excellent understanding and foundation principles of CRM which should be still as valid today as ever, there have undoubtedly been many developments since. The book goes up to 2001 so making it a good book to gain core understanding but one that should be followed up with newer offerings. Get it, read it,absorb it and link it to newer publcations and i think you will get the most from what this can offer.