Ian Gordon – författare

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP

“Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager.”

— William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP

“Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager.”

— William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA

“A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies.”

— Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA

“The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value.”

— Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany

“There are many books on CRM, but I recommend this one because Gordon’s book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn’t just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships.”

— Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico

Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today’s customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a continuous process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship—an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results.

The new customer relationship requires that even those companies that have embraced customer relationship management ought to reassess their customer management. Now every marketing decision, whether online or in the physical world, whether of a technological nature, whether it affects customer experience, communications, dialogs, teaching or organizational memory, every decision should be seen through a single lens focused on the individual customers who matter most. Managing the New Customer Relationship provides a strategic and practical guide to help companies attract, develop, sustain and build more valuable relationships by:

Managing the New Customer Relationship is for organizations of all sizes in all industries, for private- and public-sector organizations and not-for-profits. In short, every organization can apply the new principles, strategies, techniques and technologies discussed here to recognize important marketplace changes, plan to improve relationship and financial results and capture new shareholder value from new customer relationships.

Inspections and Reports on Dwellings is a series of four books, the first three of which have already been published to considerable success. This concluding book covers reports prepared before dwellings are put on the market for sale, whether as a legal requirement or on a voluntary basis. All take into account guidelines laid down by the Courts for this type of work.

Sellers’ surveys are not new, but only now have standard formats been developed. In England and Wales this is the Home Condition Report, with its Energy Performance Certificate, which can only be prepared by Licensed Home Inspectors.

The Home Inspectors hold a Diploma in Home Inspection, sometimes with an add-on Certificate in Valuation of Residential Property for Secured Lending and they are members of a Government approved certification scheme.

In Scotland each dwelling must have a Single Survey Report carried out before it goes on the market from 1 December 2008. The Single Survey Report describes the condition, sets out accessibility information, contains a valuation and energy reports. Initially only Chartered Surveyors will be authorised to do this work. Both Inspectors and Surveyors have to follow Codes of Conduct and Practice, carry professional indemnity insurance and allow their reports to be monitored to maintain standards – an entirely new concept.

The book examines the relevant legislation and looks closely at the entire qualification and certification process for Home Inspector Valuers. Additionally the likely reaction of sellers, buyers and lenders are discussed. A substantial section is devoted to lending on dwellings and the practicalities of their valuation by the Comparative, Investment and Residual methods following the requirements of the ‘Red Book’. Four detailed sample reports are included to demonstrate how reports must be presented.

The book is intended for all those engaged in the preparation of reports on dwellings whether experienced, newly qualified or studying. As well as being an essential book for surveyors it will also be of considerable interest to solicitors and estate agents, particularly those based in Scotland.

The authors, experienced Chartered Surveyors, have written extensively on the diagnosis of defects in dwellings and are joint authors of the successful EG Books publication The Repair and Maintenance of Houses, 2nd edn.

Inspections and Reports on Dwellings is a series of four books, the first three of which have already been published to considerable success. This concluding book covers reports prepared before dwellings are put on the market for sale, whether as a legal requirement or on a voluntary basis. All take into account guidelines laid down by the Courts for this type of work.

Sellers’ surveys are not new, but only now have standard formats been developed. In England and Wales this is the Home Condition Report, with its Energy Performance Certificate, which can only be prepared by Licensed Home Inspectors.

The Home Inspectors hold a Diploma in Home Inspection, sometimes with an add-on Certificate in Valuation of Residential Property for Secured Lending and they are members of a Government approved certification scheme.

In Scotland each dwelling must have a Single Survey Report carried out before it goes on the market from 1 December 2008. The Single Survey Report describes the condition, sets out accessibility information, contains a valuation and energy reports. Initially only Chartered Surveyors will be authorised to do this work. Both Inspectors and Surveyors have to follow Codes of Conduct and Practice, carry professional indemnity insurance and allow their reports to be monitored to maintain standards – an entirely new concept.

The book examines the relevant legislation and looks closely at the entire qualification and certification process for Home Inspector Valuers. Additionally the likely reaction of sellers, buyers and lenders are discussed. A substantial section is devoted to lending on dwellings and the practicalities of their valuation by the Comparative, Investment and Residual methods following the requirements of the ‘Red Book’. Four detailed sample reports are included to demonstrate how reports must be presented.

The book is intended for all those engaged in the preparation of reports on dwellings whether experienced, newly qualified or studying. As well as being an essential book for surveyors it will also be of considerable interest to solicitors and estate agents, particularly those based in Scotland.

The authors, experienced Chartered Surveyors, have written extensively on the diagnosis of defects in dwellings and are joint authors of the successful EG Books publication The Repair and Maintenance of Houses, 2nd edn.

For decades the cities of the developed world were seen as problem-beset relics from times of low mobility and slow communications. But now, their potential to sustain creativity, culture and innovation is perceived as crucial to success in a much more competitive global ecomony. The vital requirement to secure and sustain this success is argued to be the achievement of social cohesion.Working Capital provides a rigorous but accessible analysis of these key issues taking London as its test case. The book provides the first substantial analysis of key economic, social and structural issues that the new London administration needs to deal with. In a wider context, its critical assessment of the bases of the new urbanism and of the global city thesis will raise questions both about the adequacy of urban thinking and about the capacity of new institutions alone to resolve the fundamental problems faced by cities.

For decades the cities of the developed world were seen as problem-beset relics from times of low mobility and slow communications. But now, their potential to sustain creativity, culture and innovation is perceived as crucial to success in a much more competitive global ecomony. The vital requirement to secure and sustain this success is argued to be the achievement of social cohesion.Working Capital provides a rigorous but accessible analysis of these key issues taking London as its test case. The book provides the first substantial analysis of key economic, social and structural issues that the new London administration needs to deal with. In a wider context, its critical assessment of the bases of the new urbanism and of the global city thesis will raise questions both about the adequacy of urban thinking and about the capacity of new institutions alone to resolve the fundamental problems faced by cities.