TY - BOOK AU - Richardson,Neil AU - James, Jon AU - Kelley, Neil TI - Customer-centric marketing: supporting sustainability in the digital age SN - 9780749472092 AV - HF5415.55 .R53 2015 U1 - 658.8/12 23 PY - 2015/// CY - London, Philadelphia PB - Kogan Page KW - Relationship marketing KW - Marketing KW - Internet marketing KW - Customer relations KW - BUSINESS & ECONOMICS / Marketing / General KW - bisacsh KW - BUSINESS & ECONOMICS / E-Commerce / Internet Marketing KW - BUSINESS & ECONOMICS / Green Business KW - BUSINESS & ECONOMICS / Management N2 - Consumers are increasingly gravitating toward companies like TOMS and Whole Foods -- sustainable, authentic, and green businesses that have a positive social impact and make their values clear to their customers. As more businesses follow suit and update to more sustainable operations, marketing professionals need to learn to communicate the company's values and practices to get consumers engaged in the company's message.Customer-Centric Marketing looks at how to become a socially responsible company whose customers want to advocate for them. Since customers are more technically-savvy than ever before, this book focuses on creating and implementing a purpose-driven digital marketing plan that sets out: what a company's values and goals are; what a company is good at; what the customers want; how communications can be used to improve internal and external relationships; what role digital communications will play.Offering an actionable plan for adopting sustainable marketing, this book explains how to meet customer expectations, improve an organization's competitive advantage, and grow a business using sustainable and responsible practices ER -