Christopher Nash

Lars Birkholm Petersen

Ron Person

Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.

How to Use Data and Experience Marketing to Create Lifetime Customers

Connect

Bryan Matthews

Many transport economists have for some time proposed marginal social cost as the principle on which prices in the transport sector should be based and, in recent years, their prescription has come to be taken more and more seriously by policy-makers. However, in order to properly test the possible implications of implementing pricing based on marginal social cost and, ultimately, to introduce such a system, it is necessary to actually measure the marginal social costs concerned, and how they vary according to mode, time and context. This book reviews the transport pricing policy debate and reports on the significant advances made in measuring the marginal social costs of transport, particularly through UNITE and other European research projects. We look in turn at infrastructure, operating costs, user costs (both of congestion and of charges in frequency of scheduled transport services) accidents and environmental costs, and how these estimates have been used to examine the impact of marginal cost pricing in transport. We finish by examining how the results of case studies might be generalised to obtain estimates of marginal social costs for all circumstances and, finally, presenting our conclusions.

Christopher Nash

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