Download or read book Analyzing and comparing transactional and relationship marketing written by Fotini Mastroianni and published by GRIN Verlag. This book was released on 2017-04-03 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: In today’s modern business environment, the development of close and long-term relationships is a strategy which aims at creating competitive advantage and the successful revival of businesses. The scientific field of marketing has created “relationship marketing” which deals with the study of these relationships. The present essay focuses on analyzing and comparing transactional and relationship marketing. It presents the IMP Group interaction approach which is considered as one of the most prevalent approaches of relationship marketing. The IMP Group approach is analyzed and more specifically its implementation in the purchasing process is studied. IBM is the company that is taken as an implementation example of the IMP Group approach. In IBM’s case study relationship marketing and IMP Group approach are successfully implemented and are in full accordance with the relevant theory.
Download or read book Total Relationship Marketing written by Evert Gummesson and published by Routledge. This book was released on 2012-05-04 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Download or read book Relationship Marketing written by Martin Christopher and published by . This book was released on 1991-01-01 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: The strategic emphasis in Relationship Marketing is as much on keeping customers as it is on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which brings the customers back for more. Relationship Marketing emphasizes quality, customer service and marketing and how these can be managed towards closing the `quality gap' between what customers expect and what they get. The authors explore the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving first the co-ordination of external (customer) markets and second, collaboration within internal (staff) markets in order to get the marketing mix right. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues. Well-presented comprehensive text Full of practical ideas, techniques and examples Emphasis is as much on keeping customers as it is on getting them in the first place
Download or read book Relationship Marketing written by Manfred Bruhn and published by Pearson Education. This book was released on 2003 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Relationship Marketing' delivers a comprehensive unifying principle with which to approach the subject. Current debates are examined to develop both a theoretical and conceptual approach to the topic.
Download or read book Relationship Marketing written by Francis Buttle and published by SAGE. This book was released on 1996-05-28 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: `This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Dont argue. Just read the book!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.
Download or read book Relationship Marketing written by Steve Baron and published by SAGE. This book was released on 2010-04-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors′ research.
Download or read book Customer Relationship Marketing Theoretical And Managerial Perspectives written by Naresh K Malhotra and published by World Scientific. This book was released on 2020-12-04 with total page 371 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Put this on your bookshelf and in your classroom! This is a comprehensive guide to understanding and managing customer relationships from two top scholars and educators.'Dr Linda L PriceUniversity of Wyoming, andEditor, Journal of Consumer ResearchCustomer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:
Download or read book Winning and Keeping Industrial Customers written by Barbara Bund and published by Free Press. This book was released on 1985 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Strategic Marketing Management written by Richard M.S. Wilson and published by Routledge. This book was released on 2012-08-06 with total page 888 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: * Where are we now? - Strategic and marketing analysis * Where do we want to be? - Strategic direction and strategy formulation * How might we get there? - Strategic choice * Which way is best? - Strategic evaluation * How can we ensure arrival? - Strategic implementation and control This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering: * The changing role of marketing * Approaches to analysing marketing capability * E-marketing * Branding * Customer relationship management * Relationship management myopia * The decline of loyalty The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.
Download or read book Toward a Comparative Institutional Analysis written by Masahiko Aoki and published by MIT Press. This book was released on 2023-12-26 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: A conceptual and analytical framework for understanding economic institutions and institutional change. Markets are one of the most salient institutions produced by humans, and economists have traditionally analyzed the workings of the market mechanism. Recently, however, economists and others have begun to appreciate the many institution-related events and phenomena that have a significant impact on economic performance. Examples include the demise of the communist states, the emergence of Silicon Valley and e-commerce, the European currency unification, and the East Asian financial crises. In this book Masahiko Aoki uses modern game theory to develop a conceptual and analytical framework for understanding issues related to economic institutions. The wide-ranging discussion considers how institutions evolve, why their overall arrangements are robust and diverse across economies, and why they do or do not change in response to environmental factors such as technological progress, global market integration, and demographic change.
Download or read book Enterprise Information Systems Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2010-09-30 with total page 2042 pages. Available in PDF, EPUB and Kindle. Book excerpt: This three-volume collection, titled Enterprise Information Systems: Concepts, Methodologies, Tools and Applications, provides a complete assessment of the latest developments in enterprise information systems research, including development, design, and emerging methodologies. Experts in the field cover all aspects of enterprise resource planning (ERP), e-commerce, and organizational, social and technological implications of enterprise information systems.
Download or read book Handbook of Relationship Marketing written by Jagdish N Sheth and published by SAGE. This book was released on 2000 with total page 678 pages. Available in PDF, EPUB and Kindle. Book excerpt: As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.
Download or read book Comparative Approaches to Old and New Institutional Economics written by Akansel, Ilkben and published by IGI Global. This book was released on 2019-10-18 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: As today’s world develops and evolves, so does its economics. New economic approaches have begun to emerge, but traditional methods are still being implemented. As both systems provide different solutions to society’s economic issues, thoughtful research and analysis is required regarding the tactics and strategies that both theories utilize. Comparative Approaches to Old and New Institutional Economics is an essential reference source that discusses the sequential history of these two economic theories as well as their application to global fiscal disputes. Featuring research on topics such as international relations, business management, and institutionalism, this book is ideally designed for economists, analysts, managers, researchers, practitioners, academicians, and students seeking coverage on the parallel methods of these economic philosophies.
Download or read book Handbook of Research on Distribution Channels written by Charles A. Ingene and published by Edward Elgar Publishing. This book was released on 2019 with total page 599 pages. Available in PDF, EPUB and Kindle. Book excerpt: Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
Download or read book Unified Financial Analysis written by Willi Brammertz and published by John Wiley & Sons. This book was released on 2011-11-04 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unified Financial Analysis arrives at the right time, in the midst of the current financial crisis where the call for better and more efficient financial control cannot be overstated. The book argues that from a technical perspective, there is no need for more, but for better and more efficiently organized information. The title demonstrates that it is possible with a single but well organized set of information and algorithms to derive all types of financial analysis. This reaches far beyond classical risk and return or profitability management, spanning all risk categories, all valuation techniques (local GAAP, IFRS, full mark-to-market and so on) and static, historic and dynamic analysis, just to name the most important dimensions. The dedication of a complete section to dynamic analysis, which is based on a going concern view, is unique, contrasting with the static, liquidation-based view prevalent today in banks. The commonly applied arbitrage-free paradigm, which is too narrow, is expanded to real world market models. The title starts with a brief history of the evolution of financial analysis to create the current industry structure, with the organisation of many banks following a strict silo structure, and finishes with suggestions for the way forward from the current financial turmoil. Throughout the book, the authors advocate the adoption of a 'unified financial language' that could also be the basis for a new regulatory approach. They argue that such a language is indispensable, if the next regulatory wave – which is surely to come – should not end in an expensive regulatory chaos. Unified Financial Analysis will be of value to CEOs and CFOs in banking and insurance, risk and asset and liability managers, regulators and compliance officers, students of Finance or Economics, or anyone with a stake in the finance industry.
Download or read book Managing Market Relationships written by Adam Lindgreen and published by Routledge. This book was released on 2017-11-28 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage. Despite this, the benefits of relationship marketing remain uncertain, and efforts in this arena often fail. Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. The book offers guidance on how to develop, involve, and evaluate management and employees in relationship-building market activities. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing. This timely and comprehensively researched book is essential reading for researchers, those involved in the professional training and development of marketers, and higher level students and practitioners who will want to learn more about relationship marketing, relevant research methodologies and how to use sound managerial models and tools.
Download or read book Financial Trading and Investing written by John L. Teall and published by Academic Press. This book was released on 2022-07-09 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt: Financial Trading and Investing, Third Edition provides a useful introduction to trading and market microstructure for advanced undergraduate as well as master's students. Without demanding a background in econometrics, the book explores alternative markets and highlights recent regulatory developments, implementations, institutions and debates. The text offers explanations of controversial trading tactics (and blunders) such as high-frequency trading, dark liquidity pools, fat fingers, insider trading and flash orders, emphasizing links between the history of financial regulation and events in financial markets. It includes coverage of valuation and hedging techniques, particularly with respect to fixed income and derivative securities. The text adds a chapter on financial utilities and institutions that provide support services to traders and updates regulatory matters. Combining theory and application, this book provides a practical beginner's introduction to today's investment tools and markets with a special emphasis on trading. - Concentrates on trading, trading institutions, markets and the institutions that facilitate and regulate trading activities - Introduces foundational topics relating to trading and securities markets, including auctions, market microstructure, the roles of information and inventories, behavioral finance, market efficiency, risk, arbitrage, trading technology, trading regulation and ECNs - Covers market and technology advances and innovations, such as execution algo trading, Designated Market Makers (DMMs), Supplemental Liquidity Providers (SLPs), and the Super Display Book system (SDBK) - Includes improved pedagogical supplements, including end-of-chapter questions with detailed solutions at the end of the text, and useful appendices - Student resources available online: https://www.elsevier.com/books-and-journals/book-companion/9780323909556 - Instructor resources available for request by qualified professors: https://educate.elsevier.com/9780323909556
