SPOTLIGHT ON REINVENTION Spotlight BELOW Michel de Broin, Encircling, 2006 Asphalt, yellow paint, road sign, 14.8 x 21.9 m Scape Biennale, Christchurch, New Zealand Rethinking Ma Because companies can now interact directly with customers, they must radically reorganize to put cultivating relationships ahead of building brands. by Roland T. Rust, Christine Moorman, and Gaurav Bhalla 94 Harvard Business Review January–February 2010 HBR.ORG Roland T. Rust (rrust@ rhsmith.umd.edu) is
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Management 3(2): 297 – 316 (2009) ISSN 1823 - 836X Linking CRM Strategy, Customer Performance Measures and Performance in the Hotel Industry NOR AZIAH ABU KASIMa* AND BADRIYAH MINAIb b Graduate School of Management, Universiti Putra Malaysia Faculty of Economics and management, Universiti Putra Malaysia a Customer relationship management (CRM) has been increasingly adopted because of its benefits of greater customer satisfaction and loyalty, which in turn, leads to enhanced financial and
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**marketing is managing profitable customer relationships. aim to create value for customers in order to capture value from customers in return. create customer value in order to capture value in return. amazon opened 1995 selling books founder jeff bezos's garage in seattle. sales rose from 150$mil in 97 to 48$+ bil today. 173 mil Wwide cust perchase 110items per second. "obsess over customers." most influential to amazon in meeting is "the empty chair" "customer experience bar raiser" amazon
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Marketing: Managing Profitable Customer Relationships GENERAL CONTENT: Multiple-Choice Questions 1. Central to any definition of marketing is _____. a. demand management b. transactions c. customer relationships d. making a sale e. making a profit (Answer: c; p. 5; Easy) 2. All of the following are accurate descriptions of modern marketing today, except which one? a. Marketing is creation of value for customers. b. Marketing is customer satisfaction at a profit.
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www.hbr.org SPOTLIGHT ON REINVENTION Because companies can now interact directly with customers, they must radically reorganize to put cultivating relationships ahead of building brands. Rethinking Marketing by Roland T. Rust, Christine Moorman, and Gaurav Bhalla • Included with this full-text Harvard Business Review article: 1 Article Summary Idea in Brief—the core idea 2 Rethinking Marketing Compliments of: Reprint R1001F SPOTLIGHT ON REINVENTION Rethinking Marketing
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2087 JUNE 15, 2007 CHEKITAN S. DEV LAURE MOUGEOT STROOCK Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value Introduction For nearly 25 years, Rosewood Hotels & Resorts (Rosewood), a private hotel management company, sought to build a global reputation with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York—trophy properties so distinctive, each could thrive on its own name, without any “corporate” identification
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opportunity and potential revenue in attracting those viewers. Competitor Analysis: TFC’s main competitors were Lifetime and CNN. Recently, Lifetime and CNN began introducing fashion-based programming that was in direct competition with TFC. Lifetime focused on fashion programs targeting younger women, while CNN was having success with show targeting men. While TFC only had a 1.0 rating, Lifetime and CNN brought in ratings of 4.4 and 3.3, respectively. A study on consumer interest also showed that viewers
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and the revenue increase were dropped down sharply. Actions need to be taken immediately to drive the company back on track. There were at least two impediments lying ahead, like the TFC did not know well in viewer’s interest, awareness, perceived value, it may cause the loss of the viewers, and there was no program that would distinguish the TFC from other competitors – show time & show content. By increasing the TFC’s advertising and rating, we will maintain the current avid viewers and focusing
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The purpose of this case assignment for this module is to carefully review the assign article, and then prepare my analysis of how Saatchi implemented the balance scorecards and it apparent effects, in a three to four page essay. In the mid 1990’s Saatchi & Saatchi were on the brink of bankruptcy, this classic burning platform was cause by the over-extension through acquisition throughout the 1980s, alone with severe financial pressures in the recession of the early 1990s. However the turnaround
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2087 JUNE 15, 2007 CHEKITAN S. DEV LAURE MOUGEOT STROOCK Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value Introduction For nearly 25 years, Rosewood Hotels & Resorts (Rosewood), a private hotel management company, sought to build a global reputation with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York—trophy properties so distinctive, each could thrive on its own name, without any “corporate” identification
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