Download or read book Marketing Exchange Relationships Transactions and Their Media written by Frank Houston and published by Praeger. This book was released on 1994-01-26 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is one of the few contemporary works to begin to reinterpret marketing thought from a marketing exchange perspective. The book consists of sixteen newly authored chapters solicited for this reinterpretation. The discussion begins with a description of the marketing taxonomy, identifying and distinguishing between marketing behavior and other non-marketing, need-satisfying behavior pertinent to marketers. The controversy surrounding such a taxonomy as well as alternative classifications of specific need-satisfying behaviors are examined in depth as well. Other topics specific to marketing behavior are examined from an exchange perspective by authors who have done specialized work in the field. The discussions include the temporal and spatial aspects of exchange; internal markets; evaluation processes; the attributes of channel exchange in contrast to final exchange; the captive consumer; externalities and legal dimensions as they relate to the exchange process; with a special emphasis on the exchange media and its role in the exchange process. This book is important to marketing teachers and writers who are attempting to conform to the American Marketing Association's description of marketing. The topics examined in this book are likely to serve as the basis for the next generation of introductory and strategy marketing course textbooks.

Download or read book Marketing Exchange Transactions and Relationships written by Frank Houston and published by Praeger. This book was released on 1992-09-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The American Marketing Association defines marketing as an exchange process. Exchange, however, has yet to be integrated into marketing thought. The authors map marketing, showing the role exchange plays in the discipline. This mapping results in not only a taxonomy of exchange, but a broader taxonomy within which we find exchange, offering one of the few contemporary discussions of a more general theory of marketing. The authors examine the conditions necessary for exchange, the form value takes, and the law of exchange. In addition, they develop the importance of potency--the construct specified by Alderson that makes marketing dynamic. The book then studies both marketing and nonmarketing behaviors to enhance potency. This has direct implications for the application of transaction cost analysis to marketing. The interrelationship of the exchange transaction and the exchange relationshp is examined, which leads to an in-depth study of gray marketing. The authors go on to discuss brand equity, data base marketing, and important questions having to do with the boundaries of marketing. Marketing Exchange Transactions and Relationships will appeal to marketing faculty and the advanced marketing student in addition to marketing managers.

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 Rethinking Marketing written by Douglas Brownlie and published by SAGE. This book was released on 1999-03-23 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: `This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar

Download or read book A Twenty First Century Guide to Aldersonian Marketing Thought written by Ben Wooliscroft and published by Springer Science & Business Media. This book was released on 2006-02-23 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Twenty-First Century Guide to Aldersonian Marketing Thought introduces readers to the life, the writings and the intellectual legacy of Wroe Alderson, the preeminent marketing thinker of the mid-twentieth century. Both Alderson’s seminal contributions to marketing theory and his "best practices" articles in the areas of marketing management and ethics have been reproduced. Contributions by others about Wroe Alderson include a biography and a number of previously published articles that build on Alderson's theoretical contributions. Six original articles further explore Wroe Alderson's life, his work, his character and his intellectual impact. This book also contains two bibliographies: one of material written by Alderson over a forty year period and the other of publications that discuss his work. This single volume provides readers with an "in depth" understanding of the nature, the scope, and the magnitude of Alderson’s highly original and lasting contributions to marketing theory and thought.

Download or read book Relationship Marketing Re Imagined written by Naresh K. Malhotra and published by Business Expert Press. This book was released on 2016-04-15 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributors, dealers, suppliers, competitors and other external influencers. Business executives, marketing students, and those who are interested in learning about the transformative power of relationship marketing and CRM analytics in the business enterprise would highly benefit from reading this book.

Download or read book CUSTOMER RELATIONSHIP MANAGEMENT written by ALOK KUMAR RAI and published by PHI Learning Pvt. Ltd.. This book was released on 2012-12-05 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: This thoroughly revised and enlarged edition brings to light the latest developments taking place in the area of Customer Relationship Management (CRM), and focuses on current CRM practices of various service industries. This edition is organised into five parts containing 19 chapters. Part I focuses on making the readers aware of the conceptual and literary developments, and also on the strategic implementation of the concepts. Part II discusses the research aspects of CRM. Part III deals with the applications of information technologies in CRM. Part IV provides the various newer and emerging concepts in CRM. Finally, Part V analyses the CRM applications in various sectors, industries and companies. Primarily intended as a textbook for the students of Management, the book would prove to be an invaluable asset for professionals in service industries. New to This Edition Includes five new chapters, namely Research Techniques and Methods in Customer Relationship Management; Customer Satisfaction; Customer Loyalty; Service Quality; and Service Recovery Management, along with several additions of new text and revisions of the existing text. Provides latest advancements in CRM to keep the students abreast of these developments. Gives as many as 16 Case Studies with critical analysis of different industries to help the readers understand the subject. Covers a number of illustrations to elucidate the concepts discussed. Gives Project Assignment in each chapter.

Download or read book Banking and Financial Institutions written by Benton E. Gup and published by John Wiley & Sons. This book was released on 2011-06-01 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical guide to the evolving world of banking and financial institutions Due to various factors, ranging from the global financial crisis that began in 2007 to new laws such as the Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010, banks and financial institutions have had to alter the way they operate. Understanding how these institutions function in the face of recent challenges is essential for anyone associated with them. That's why Professor Benton Gup has created Banking and Financial Institutions. Opening with a detailed discussion of the causes of the recent financial crisis, as well as a look at some lessons we can learn from it and other crises, this reliable resource quickly moves on to put modern banking in perspective. Filled with in-depth insights and expert advice, Banking and Financial Institutions examines the essential aspects of this discipline and shows you what it takes to make the most informed decisions possible, whether you're a bank director, investor, or borrower. Explains the economic role of financial intermediaries, including the financial institutions that bring borrowers and savers together Addresses how banks can hedge some of their interest rate and credit risks by using various types of derivatives contracts, options, and futures Analyzes the process of commercial and industrial (C&I) lending, from how banks make loans and the types of C&I loans to the role of collateral Allows you to evaluate a bank's financial statements and performance Explores payments systems, including cash, checks, credit cards, wire transfers, and other means of payment Rounding out this detailed banking guide is an informative chapter on Islamic banking written by Professor Mohamed Ariff of Bond University, as well as a chapter filled with tips for bank directors, borrowers, and investors contributed by John Harrison, the Superintendent of Banks, Alabama State Banking Department.

Download or read book Relationship Marketing written by Richard J. Varey and published by . This book was released on 2002 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Business Marketing An Interaction and Network Perspective written by Kristian K. Möller and published by Springer Science & Business Media. This book was released on 1995-11-30 with total page 666 pages. Available in PDF, EPUB and Kindle. Book excerpt: Changing Views of Business Marketing This book aims to provide an in-depth understanding of long-term busi in industrial markets. During the late 1980s our view ness relationships on business marketing changed remarkably. From a single-transaction oriented, market mechanism-based description of marketing and purchas ing, we are moving into domestic and international buyer-seller relation ships. In academic terms, we are experiencing a broadening of the para digms that describe how companies interact. This change in focus has its roots in the recognition that business marketing is frequently characterized by long-term interaction, coopera tion, and coalitions between participant firms. The forces of quality, total cost management, and the need to decrease response times in new prod uct/service development all are combining to accelerate the trend to wards strategic relationships. In increasingly global markets, different forms of strategic alliances provide ways of joining forces in attempts to reach goals beyond any single firm's resources. Also, our way of seeing the corporate environment is changing. In stead of the traditional view of markets or industries as constituted by independent companies operating mainly through market competition, we are starting to realize that markets can be more realistically defined and described as networks of interlinked organizations. The network view offers a highly promising tool for describing and analyzing the rapidly integrating global marketplace. For instance, strategic alliances can be seen as moves of establishing positions in a network or as ways of changing the whole network.

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 Bibliographic Index written by and published by . This book was released on 1997 with total page 1176 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Transgenerational Marketing written by Rajagopal and published by Springer Nature. This book was released on 2019-11-20 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.

Download or read book Relationship Marketing written by Thorsten Hennig-Thurau and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Download or read book Journal of Public Policy Marketing JPP M written by and published by . This book was released on 1994 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book California Management Review written by and published by . This book was released on 1993 with total page 486 pages. Available in PDF, EPUB and Kindle. Book excerpt: