Libey and Pickering on RFM and Beyond Review

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Libey and Pickering on RFM and Beyond ReviewAlmost 30 years ago RFM (recency, frequency and monetary value) analysis entered the marketing lexicon, courtesy of Don Libey's first book on the subject. All good and useful things come back in vogue (some never really leave, while some come back with new names with new "thought leaders"). Don Libey and Chris Pickering have produced a useful book worthy of all business libraries and personal libraries. It is already in mine, and will soon be in the libraries of my clients.
Not that I have an opinion.
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The World of Customer Service Review

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The World of Customer Service ReviewPrice was a little high for a book w/ many bent pages and corners...should've been a little cheaper and labeled differently as far as the condition goesThe World of Customer Service Overview

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Exploring Corporate Strategy: Text & Cases (8th Edition) Review

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Exploring Corporate Strategy: Text & Cases (8th Edition) ReviewOk, so my initial motivation for buying this book was the fact that my business school listed it as mandatory on the syllabus. After having emptied my pockets, feeling the stinging sensation of being ripped off crawling up my spine, I sat down to read this behemoth. Though undoubtedly clearly written, that is of little help when it's also coma inducing. For the sake of trying to be unbiased, I will give the authors credit for extensively covering pretty much everything you need to know about corporate strategy. Thus, I am led to conclude that this book might serve its purpose as a reference for the strategy-interested student or manager (I am neither), rather than as a book you would sit down and read. For those majoring in strategy, it might come in handy, for all others however; stay clear! If you're looking to get a solid grasp of strategy, I would recommend the book ‘Strategic Management' by Saloner, Shepard and Podolny (all from Stanford), supplemented with the original writings of Porter and the Barney (the resource-based view). It's [Strategic Management] one third the size of this book, much cheaper and a lot more interesting to read, even for someone not really into strategy (I fall into this latter category). The Saloner reading is undoubtedly more suitable for managers also, as its focus is on the implementation of strategy, and the strategy process.
To conclude, I want my $130 back!
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Service Quality (Marketing Science Institute (MSI) Relevant Knowledge Series) Review

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Service Quality (Marketing Science Institute (MSI) Relevant Knowledge Series) ReviewThis is one of the monographs in the Relevant Knowledge Series published by the Marketing Research Institute. As Leigh M. McAlister explains in the Foreword, "Zeithaml and Parasuraman offer readers a rigorous and practical overview of service quality: how to define it, how to measure it, and how to improve customer service performance. They also discuss growing evidence of the strong links between service quality, customer loyalty, and profitability, and the still-emerging challenges of delivering quality service via the Internet." Quite true.
I especially appreciate the provision of an Executive Summary, followed by the authors' Introduction. This approach enables their reader to read strategically the material which follows, guided and informed -- but not limited -- by the remarks which precede it. Of special interest to me is what Zeithaml and Parasuraman have to say about the ten "Dimensions" of customers' assessments of service quality. They range from "Tangible" (e.g. appearance of physical facilities, equipment, personnel, and communication materials" to "Understanding the Customer" (i.e. making the effort to know customers and their needs). Basic stuff. No head-snapping revelations. However, Zeithaml and Parasuraman skillfully stress and correlate key points between and among the ten "Dimensions."
I was also interested in their analysis of SERVQUAL (introduced in 1988), an instrument designed by the marketing research team of Parasuraman, Leonard Berry,and Zeithaml (PB&Z). Through numerous qualitative studies, they evolved a set of five dimensions which have been consistently ranked by customers to be most important for service quality, regardless of service industry. These dimensions are defined as follows:
Tangibles: appearance of physical facilities, equipment, personnel, and communication materials;
Reliability: ability to perform the promised service dependably and accurately;
Responsiveness: willingness to help customers and provide prompt service;
Assurance: knowledge and courtesy of employees and their ability to convey trust and confidence; and
Empathy: the caring, individualized attention the firm provides its customers
Based on the five SERVQUAL dimensions, the researchers also developed a survey instrument to measure the gap between customers' expectation for excellence and their perception of actual service delivered. The SERVQUAL instrument helps service providers understand both customer expectations and perceptions of specific services, as well as quality improvements over time. It may also help target specific service elements requiring improvement, and training opportunities for staff.
Those who wish to learn more about SERVQUAL are urged to check out Raymond P. Fisk, Stephen W. Brown, and Mary Jo Bitner's "Tracking the Evolution of the Services Marketing Literature," Journal of Retailing 69 (published in 1993), pages 61-103; also Zeithaml, Parasuraman, and Berry's Delivering Quality Service: Balancing Customer Perceptions and Expectations, published by The Free Press in 1990.
When conducting workshops on customer service, I always begin with this observation: "I have both bad news and good news. First the bad news: Customer service has never been worse. Now the good news: Customer service has never been worse." Those organizations which reduce (if not eliminate) the gap between their customers' expectation for excellence and their perception of actual service delivered are the only organizations which will not only survive but prosper.
In this monograph, Zeithaml and Parasuraman explain with both rigor and eloquence HOW to accomplish that with cohesive, comprehensive, and cost-effective initiatives.Service Quality (Marketing Science Institute (MSI) Relevant Knowledge Series) Overview

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Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World Review

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Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World ReviewCredibility is the lifeblood of an organization, and Pete Blackshaw's six drivers of credibility should be indelibly etched onto the reverse of every CEO's business card. They are the essentials of brand and corporate trustworthiness and they are the foundation for Pete's new book, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000"--absolute must reading for every one of those CEOs, every front-line/online company spokesperson and, for that matter, anyone within an organization that truly cares about nurturing perhaps the most valuable yet often elusive organizational asset.

Public affairs professionals will want to keep a copy within easy reach. (Mine now sits in front of my "Roget's Thesaurus.") Customer Relations and Consumer Affairs personnel should read it at once, then again, and--likewise--keep this easy to digest textbook at the ready as you go about talking to, emailing or--more likely--instant messaging internet-savvy customers and consumers.
Pete Blackshaw writes with the common sense clarity of a consumer, yet as readers we benefit from his well-honed expertise in social media and interactive marketing as well as his own well-earned credibility in the vast and potent online marketplace. Pete has written a fine and timely how-to-book on the art of relationship building in a business world being powerfully influenced by consumer-generated media.
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The Customer Loyalty Solution Review

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The Customer Loyalty Solution ReviewI have been an admirer of Arthur Hughes' writing for many years. His books The Complete Database Marketer and the splendid Strategic Database Marketing are among the best in the genre. Especially the latter has helped me a lot in my own projects as a database marketing specialist.
Now Arthur returns with a new book, another fine read. There are some things to be mentioned though.
Ed Sander, Failsafe Database Marketing
First of all, you should first read Strategic Database Marketing before you read this one. Although some of the subject matter of the two books overlaps, the theoretical background is explained much better in Arthur's previous book. For instance, the Lifetime Value case in The Customer Loyalty Solution is far too complex as a first taster.
Second, the title. I really don't think it does the book justice since it covers much more ground than just loyalty programs. With a title like this it might easily get lost between the dozens of other customer loyalty books on Amazon. Personally I would have suggested something like "The Database Marketing Case Book" instead, since the book mainly consists of some 40 short and longer case descriptions which illustrate the power and possible results of database marketing combined with the Internet. As such, it is a great companion book to Strategic Database Marketing, which focusses more on the 'how to'.
Third, although there is - as I mentioned - certain overlap with Strategic Database Marketing, this book does cover a few highly interesting (new) subjects in more detail. To name a few:
- What is the difference between CRM and DBM ? Which is better ?
- Why have catalogers not used DBM ?
- Calculating the value of names and e-mail addresses.
- Selling versus communicating on the web. Which one works ?
- E-mail marketing.
Also, most of the cases and options described are evaluated using the Lifetime Value theorie, which is very clear an useful. All chapters also include a summary, checlists of things that work and don't work and a quiz to test your understanding of the described cases.
All in all another fine and inspiring book by Arthur. Not as essential as Strategic Database Marketing, but a must have for anybody who has already digested that title and wants an extra 'grand desert'.The Customer Loyalty Solution Overview

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Wired and Dangerous: How Your Customers Have Changed and What to Do About It (Bk Business) Review

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Wired and Dangerous: How Your Customers Have Changed and What to Do About It (Bk Business) ReviewWired and Dangerous is a wake-up call for anyone who deals with customers. The thing I love most about this book is that Bell and Patterson outline clear actionable methods and tools to help you succeed in the new paradigm of customer service. The Internet isn't going away, your customers are going to use it to sing your praise or tell the world why they shouldn't do business with you. Wired and Dangerous tells you exactly what to do to turn today's picky customers into passionate advocates.
Who would have thought a customer loyalty book would be a page turner? But it IS!Wired and Dangerous: How Your Customers Have Changed and What to Do About It (Bk Business) Overview

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A Guide to Open Innovation and Crowdsourcing: Advice From Leading Experts Review

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A Guide to Open Innovation and Crowdsourcing: Advice From Leading Experts ReviewThis book is a collection of 25 articles edited by Paul Sloan.
I like article books since you can pick them up for a few minutes and return to them easily later.
First we need to define Crowdsourcing (even though the book defined open innovation first which is the flow of ideas in and out of the organization as opposed to just within it).
"Crowd Sourcing is the act of taking a job traditionally performed by an employee and outsourcing it to an undefined larger group in the form of an open call"
To make the process work well, the project needs to be well defined. The problem description is key. And the communication process needs to be well oiled.
Much of the challenge in implementing OI is the fear of change and the "old" systems that are in place already. Most companies have a fear of letting trade secrets out the door. Many companies think if they did not invent it inside their company, it is not good.
The obvious advantage of OI is the larger number of views that can focus on the problem. Different perspectives are often great in solving any problem. When someone is too close to the problem, sometimes the fail to see the best, simplest or most obvious solution.
And of course there is an article on Intellectual Property rights. This alone might scare some companies off.
I love crowdsourcing but have some worries that we may end up trying to commodicise (its my new verb - to make into a commodity) innovation. Although this is problem for those trying to innovate, this is not why I worry about it. I worry that we may end up in a world where no one takes the time to truly think in depth about things. I know I already have that problem. I cannot remember the last time I spent full focus time for 3 hours at a time.
Crowdsourcing dramatically increases the value of analysts - the ones who can define the problem.
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Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits Review

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Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits ReviewStrategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits
John Goodman's book Strategic Customer Service is excellent. In my personal library, I have approximately 150 books on customer service. Goodman's book is easily in the top 1% to 2% of all these books. I give Goodman high marks for three reasons. First, he writes well and is easy to read. Second, he discusses, in depth, a comprehensive range of customer service related subjects. Third, and perhaps most important of all, his book is solidly grounded in empirical findings. I highly recommend Strategic Customer Service to all readers who are searching for a clear, data based, and persuasive explanation as to why customer service is really as important and consequential as its enthusiastic supporters claim it to be.
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Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty (paperback) Review

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Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty (paperback) ReviewV. Kumar has always been on the leading edge, and this book is a testament to his thought leadership. More importantly, these ideas work in the real world. This book is a gift for all of us who wish to profitably increase customer loyalty.
Tim Keiningham
Global Chief Strategy Officer and Executive Vice President
IPSOS LoyaltyManaging Customers for Profit: Strategies to Increase Profits and Build Loyalty (paperback) Overview

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Marketing Plans: How to Prepare Them, How to Use Them Review

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Marketing Plans: How to Prepare Them, How to Use Them ReviewFirst published in 1984, Marketing Plans is now an international marketing bestseller. Covering the application of basic marketing principles to sound business practice, it is essential reading for marketing practitioners and students the world over. The purpose of this book is quite simply to explain and demonstrate how to prepare and use a marketing plan. To this end, marketing managers and business executives concerned with profitability and sustained growth of their organisations have profitably used it as a practical guide. Clearly and powerfully written with step-by-step lucidity, it is probably the best book on the theory and practice of marketing planning ever published.
Authored by Malcolm McDonald, Professor of Marketing Strategy at the Cranfield School of Management and the acknowledged world authority on marketing planning and strategy, this thoroughly updated and redesigned fourth edition contains new material on growth areas such as key account management and electronic marketing. Its brand new two-colour graphic design with revised page layout and enhanced learning features provides maximum clarity, much like a typical US College textbook. Definitions of important terms and vocabulary are provided as margin notes to allow for smoother, easier reading of the text. Exercises appear at the end of each chapter to translate the theories into action.
This complete learning package focuses on key recent developments in marketing techniques and provides a range of practical marketing tools. The reader is taken through the whole process of marketing planning-from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets. The first 12 chapters help the reader understand both the process and diagnostic tools of marketing planning whilst the final 13th chapter is a clear step-by-step guide to devising your own marketing plan, combining current best practice with the necessary theoretical background.
This book is recommended reading for marketers, executives and students studying for the Chartered Institute of Marketing's Certificate and Diploma examinations. In a nutshell, there is no better book that covers the whole process of marketing planning.Marketing Plans: How to Prepare Them, How to Use Them Overview

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The Cornell School of Hotel Administration on Hospitality: Cutting Edge Thinking and Practice Review

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The Cornell School of Hotel Administration on Hospitality: Cutting Edge Thinking and Practice ReviewCornell has written a very comprehensive reference which can be useful to all hospitality management and staff alike. I read it cover to cover and plan to share and dog-ear the pages extensively.The Cornell School of Hotel Administration on Hospitality: Cutting Edge Thinking and Practice Overview

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Answering the Ultimate Question: How Net Promoter Can Transform Your Business Review

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Answering the Ultimate Question: How Net Promoter Can Transform Your Business ReviewAnswering the Ultimate Question is an exceptional handbook outlining how to codify the process of enhancing the customer experience -- which is critical especially in today's economy. The case studies are compelling. The Net Promoter Score concept is simple and pithy. Frequently these types of books are academic and enjoyable, but fall short on practical application...Answering the Ultimate Question is different; it provides a practical roadmap. Suggest for business managers seeking to enhance customer experience.Answering the Ultimate Question: How Net Promoter Can Transform Your Business Overview

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Hotel Management and Operations Review

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Hotel Management and Operations ReviewMy review is based on having used Dr. Rutherford's book the past consecutive 7 semesters (incl summer) at Hawaii Pacific University's Travel Industry Management program.
The compilation of articles is ideal for us because chapters are short, but comprehensive and interesting enough to retain student attention. 95% of my students are foreigners, and my average class size is 30 students from at least a dozen countries.
Chapters have numerous references, and all the chapters have challenging case studies except Finance.
This particular construction lends itself to a variety of delivery techniques, as stated in the Preface.
My wish list for the 3rd edition would include: an instructor's manual or workbook, a testbank of questions, e-book version, reducing the content on Marketing (almost double the amount of information in other chapters), and adding a section on Information Technology.
Students, educators, and hospitality professionals will enjoy a favorable ROI on this purchase.Hotel Management and Operations Overview

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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Review

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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition ReviewDavid's book integrates what he has learned as a corporate marketing strategist, and now teaches as a business speaker and seminar leader, into a practioner's guide for Marketing and PR in today's dynamic and competitive business conditions.
He emphasizes that while the most advanced technology cannot replace a fundamental and sound marketing plan and execution, the new age of web and wireless communication demands that marketing and PR people know and understand the latest tools and techniques.
The new rules of Marketing and PR, David points out, are especially beneficial for small businesses and organization, in that marketing staffs can now more easily select, focus, and reach their target markets in a more cost effective manner. Traditional mass media marketing and public relations activities have given way to a more advanced electronic and information technology based methods.
Throughout David's book, he introduces and explains by real case scenarios how the new marketing and PR tools can most effectively be used. Examples of the new techniques are detailed throughout his book and include:
*Social media
*Blogs
*Video/Audio Enhancements
*Podcasts
*Online PR & News Releases
*Internet & Search Engine Optimization (SEO)
David continually recommends and reinforces his central theme of leveraging online media and use of current technology to successfully achieve your marketing objectives--here are some examples:
Social Media & Target Marketing
Through social networking sites (e.g. Facebook, LinkedIn, Twitter, Wikipedia) and blogging, one can reach target markets and drive them via links to your website. People and see and share content and ideas, plus make recommendations to others on specific products and services.
Video & Audio Content
Advancements in video technology, especially small, powerful, and inexpensive video cameras, allow a marketing/PR person to be their own videographer and greatly enhance the content and features on a website. Target market customers can see and hear the best attributes and amenities of places they want to visit as they conduct their decision making process.
Search Engine Marketing & Optimization
This highly significant and powerful tool drives target customers to your website. Through ensuring and words and phrases on your website, blog, or other web links can be found by search engines, which brings already interested customers to your website and to your sales and marketing staff to be contacted, qualified, and potentially closed for a sale. Search engine advertising is another tool by which a marketer purchases words and phrases that appear prominently on a pay-per-click basis, whenever customers click the link to your website. I'm a little rusty on how to use social media in my marketing efforts as Vacation Rental Manager for the Village of Nashaquisset on Nantucket; I am confident David's recommendations will help immensely.The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Overview

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