How Do I Become an Advertising Account Executive?

This book starts from the actual situation of Chinese enterprises, refers to the different characteristics of state-owned, private and foreign-funded enterprises, describes the quality requirements and job responsibilities of client supervisors, and comprehensively introduces the specific work tasks and operating practices of client supervisors. Readers of customer management work have good practical guidance.

How to Be a Good Account Supervisor: Practice of Account Supervisors

Chapter I Job responsibilities and quality requirements of client executives 1. Job objectives and functions of client supervisors 2. Job responsibilities of client supervisors 3. Basic quality requirements of client supervisors 4. Knowledge structure of client supervisors 5. Leadership of client supervisors Chapter 2 Customer and Customer Service 1. The composition of the customer and management group 2. Basic content of customer service 3. Humanized service is the highest requirement for customer service Chapter 3. Customer Survey 1. Basic Content of Customer Survey 2. Customer Survey Step 3: Customer survey method IV. Personnel survey V. Customer sampling survey method VI. Customer survey technology VII. Source of customer survey data Chapter IV Customer consumer behavior survey I. Purchase behavior model II. Survey of factors affecting consumer behavior III. Survey of Purchase Behavior Types IV. Investigation of Purchase Decision Process Chapter V. Target Markets and Potential Customers I. Market Segmentation II. Choice of Target Markets III. Potential Customers Chapter VI Finding Potential Customers I. Steps to Find Potential Customers II. Approaches to potential customers 3. Identification of the best potential customers 4. Development of potential customers V. Analysis and measurement of potential customers Chapter VII Methods and methods of developing effective communication 1. Process of effective communication 2. Selection of communication channels 3. Methods of effective communication 4. Tools of information communication 5. Advertising target communication 6. Media information communication Chapter VIII Conversion of Potential Customers and Market Expansion 1. Points for Promoting Conversion of Potential Customers 2. Methods for Communicating with Potential Customers 3. Strategies for Potential Customer Conversion 4. Providing Purchase Conditions for Potential Customers Degree 1. Customer satisfaction 2. Factors affecting customer satisfaction 3. Customer loyalty 4. Customer measurement and maintenance of brand loyalty 5. Relationship between customer satisfaction and loyalty Chapter 10 Testing and Customer Satisfaction Analysis 1. Object of customer satisfaction test 2. Content of customer satisfaction test 3. Method of customer satisfaction test 4. Implementation points of customer satisfaction test 5. Analysis of customer satisfaction Chapter 11. Attracting and maintaining customer satisfaction Methods and techniques 1. Analysis and evaluation of customer churn factors 2. Formulation of customer contact plan 3. Listen to customers' opinions 4. Sending letters to customers 5. Dealing with customer complaints and complaints 6. Dealing with critical moments of service 7. Developing relationship marketing Chapter 12. Establishing a high-performance customer service mechanism 1. Basic elements of high-performance customer service 2. Deciding on customers Factors of the service mechanism 3. Review of the current status of the customer service mechanism 4. Assignment of the work of the customer service department 5. Formulation of the customer service philosophy and rules 6. The main points of the operation of the customer service mechanism Chapter 13. Comprehensive quality marketing 1. Characteristics of quality marketing 2. Total Quality Management and Marketing 3. Contents of Total Quality Marketing 4. Implementation of Total Quality Marketing Chapter 14. Customer Transfer Value 1. Meaning of Customer Transfer Value 2. Composition of Customer Transfer Value 3. Customer Transfer Value and Company value 4. Value chain 5. Value transfer network 6. Identification of customer transfer value Chapter 15. Establishing partnerships with customers 1. Analyzing customer business activities 2. Improving partnerships 3. Changing the concept of sales first Fourth, the method of establishing partnerships with customersFifth, the postscript of customer relationship management references