Download or read book From Marketing Mix to Relationship Marketing written by Christian Grönroos and published by . This book was released on 1993 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author of this paper believes that a paradigm shift is under way in marketing theory. For the past 40 years, marketing thought, research and practice has been dominated by the marketing mix paradigm, based on the four Ps of product, price, place and promotion. Now, however, it is challenged by relationship marketing, defined as a process of establishing, maintaining and enhancing relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met through a mutual exchange and fulfilment of promises, and of trust between seller and customer. The author examines the characteristics of such relationships and discusses how relationship marketing has evolved from other contemporary marketing theories.
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 369 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 Marketing A Relationship Perspective Second Edition written by Hollensen Svend and published by World Scientific. This book was released on 2019-03-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.
Download or read book Relationship Marketing in Sports written by Andre Buhler and published by Routledge. This book was released on 2012-07-26 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
Download or read book Relationship Marketing written by Martin Christopher and published by Taylor & Francis. This book was released on 2013-06-17 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.
Download or read book Relationship Marketing written by Martin Christopher and published by Butterworth-Heinemann. This book was released on 1993 with total page 228 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 John Egan and published by SAGE Publications Limited. This book was released on 2005-08-12 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: With classic and contemporary writings from influential figures in the field, this work explores the theory and practice of relationship marketing.
Download or read book The Relationship Marketer written by Soren Hougaard and published by Springer Science & Business Media. This book was released on 2010-03-14 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
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 Challenges in Relationship Marketing written by Per V. Freytag, Kristian Philipsen and published by Academica. This book was released on 2010 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The New Relationship Marketing written by Mari Smith and published by John Wiley & Sons. This book was released on 2011-10-25 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant "center of influence" for your customers and prospects Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away Details the unique cultures of Facebook, Twitter, and other popular online platforms Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.
Download or read book Relationship Marketing written by Steve Baron and published by SAGE Publications. This book was released on 2010-05-05 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 behavior, 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.
Download or read book Customer Relationship Marketing written by Merlin Stone and published by Kogan Page Publishers. This book was released on 2000 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
Download or read book Relationship Marketing written by Martin Christopher and published by Routledge. This book was released on 2002 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors of this text continue to develop their widely known and admired philosophy of relationship marketing. It covers all the stakeholder markets, employees, suppliers, influencers, customers and consumers, in which this relationship is critical.
Download or read book Relationship Marketing in a Globalised World written by Meng Kong Choo and published by Utusan Publications. This book was released on 2005 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing Management written by and published by . This book was released on 2000 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: This introduction to the principles of marketing management has a relationship perspective integrated throughout. Contributors explore five key areas: the role of relationship marketing in business; the customer retention audit; creating customer value through the expanded marketing mix; planning and organizing for relationship marketing; and relationship marketing in action. Using graphics, mini case studies and numerous real world examples, this text is aimed at MBA students, postgraduates and professionals seeking an introduction to leading edge management and marketing thinking. An instructor's manual providing overhead masters and teaching notes supports the text. This will also include a long case study of Guinness plc, which lecturers can use in seminar or project work.
Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2018 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond.
