11 Marketing
Customer Centric Strategy
Kerri Shields
2021
Licence: CC BY-NC-SA
Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It’s about mapping the customer journey to discover customer needs and wants, what’s working and what is not, then taking action to improve the customer experience. Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value. Most organizations today realize that they must focus on the customer to remain competitive.
Formats: Online, PDF, EPUB, and more.
Suggested for: MKTG 396
Digital Marketing Strategy
Pierre-Yann Dolbec (Concordia University)
2021
Licence: CC BY-NC-SA
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
Formats: Online, PDF, EPUB, and more.
Suggested for: MKTG 410
Electronic Commerce: The Strategic Perspective
Richard T. Watson (University of Georgia), Pierre Berthon (Bentley College), Leyland F. Pitt (Simon Fraser University), and George M. Zinkhan (University of Georgia)
2014
Licence: CC BY
This book is written both for practitioners and business students. Managers wishing to understand how electronic commerce is revolutionizing business will find that our comprehensive coverage of essential business issues (e.g., pricing and distribution) answers many of their questions. Advanced business students (junior, seniors, and graduate students) will find that the blend of academic structure and practical examples provides an engaging formula for learning.
Formats: Online, PDF, eBook
Suggested for: BTMA 320, ECOM 410
eMarketing: The Essential Guide to Marketing in a Digital World – 7th Edition
Dionne Solomons, Tania Kliphuis, and Michelle Wadley
2022
Licence: CC BY-NC-SA
Since our 10th Anniversary Edition of eMarketing: The Essential Guide to Marketing in a Digital World, we have witnessed a global wave of change that has had an undeniable impact on how we live, connect, and communicate worldwide. There is no doubt that the COVID-19 pandemic has, and will continue to have, a lasting effect on human reality. With this in mind, we are incredibly proud to present the 7th Edition of our textbook.
Formats: PDF
Suggested for: MGTK 410
Foundations in Digital Marketing
Rochelle Grayson (Langara College)
2024
Licence: CC BY
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book