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 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 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 EBOOK Services Marketing Integrating Customer Focus Across the Firm written by Alan Wilson and published by McGraw Hill. This book was released on 2016-01-16 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today. New and updated material in this new edition include: · - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field · - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships · - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner
Download or read book Total Relationship Marketing written by Evert Gummesson and published by Routledge. This book was released on 2011-01-05 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.
Download or read book The Psychology of Commitment written by Charles A. Kiesler and published by . This book was released on 1971 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 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 Emerging Perspectives on Services Marketing written by Leonard L. Berry and published by . This book was released on 1983 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Customer Retention in the Automotive Industry written by Michael D. Johnson and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anhand zahlreicher Fallbeispiele analysieren renommierte Experten aus Wissenschaft und Praxis den Zusammenhang zwischen Produktqualität, Kundenzufriedenheit und Unternehmenserfolg und geben praxisorientierte Tips zur Verbesserung.
Download or read book Relationship Marketing in the Digital Age written by Robert W. Palmatier and published by Routledge. This book was released on 2019-01-15 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.
Download or read book SPSS for Windows written by Marija J. Norušis and published by Prentice Hall. This book was released on 1993 with total page 852 pages. Available in PDF, EPUB and Kindle. Book excerpt: SPSS Categories performs conjoint analysis and optimal scaling procedures, including correspondence analysis.
Download or read book Relationship Marketing written by Robert W. Palmatier and published by . This book was released on 2008-01-01 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.
Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Download or read book Advertising and Branding Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Download or read book Model Rules of Professional Conduct written by American Bar Association. House of Delegates and published by American Bar Association. This book was released on 2007 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Model Rules of Professional Conduct provides an up-to-date resource for information on legal ethics. Federal, state and local courts in all jurisdictions look to the Rules for guidance in solving lawyer malpractice cases, disciplinary actions, disqualification issues, sanctions questions and much more. In this volume, black-letter Rules of Professional Conduct are followed by numbered Comments that explain each Rule's purpose and provide suggestions for its practical application. The Rules will help you identify proper conduct in a variety of given situations, review those instances where discretionary action is possible, and define the nature of the relationship between you and your clients, colleagues and the courts.
Download or read book The Relationship Marketer written by Søren Hougaard and Mogens Bjerre and published by Samfundslitteratur. This book was released on 2009 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt:
