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Author : Søren Hougaard and Mogens Bjerre
Publisher : Samfundslitteratur
Page : 244 pages
File Size : 51,9 Mb
Release : 2009
Category : handelsteknik
ISBN : 8759313714
Author : Soren Hougaard,Mogens Bjerre
Publisher : Springer Science & Business Media
Page : 227 pages
File Size : 48,5 Mb
Release : 2010-03-14
Category : Business & Economics
ISBN : 9783642032431
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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Author : Soren Hougaard,Mogens Bjerre
Publisher : Springer Science & Business Media
Page : 366 pages
File Size : 42,6 Mb
Release : 2013-11-01
Category : Business & Economics
ISBN : 9783540248132
There is more and more evidence that shows economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.
Author : Adrian Payne,Pennie Frow
Publisher : Cambridge University Press
Page : 547 pages
File Size : 41,6 Mb
Release : 2013-03-28
Category : Business & Economics
ISBN : 9781107328419
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
Author : Soren Hougaard,Mogens Bjerre
Publisher : Unknown
Page : 376 pages
File Size : 53,5 Mb
Release : 2014-01-15
Category : Electronic
ISBN : 3662130564
Author : Bill Donaldson,Tom O'Toole
Publisher : John Wiley & Sons
Page : 289 pages
File Size : 54,9 Mb
Release : 2007-05-21
Category : Business & Economics
ISBN : 9780470028803
Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic. Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones All chapter updated with new research since the last publication Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships New chapter on organizing relationships New chapter on people and relationships E-relationship chapter integrated into chapter on communication and dialogue in a relationship New chapter on channel relationships Chapter on relationship performance restructured around costs and value. Ethics and researching relationships expanded in the conclusion chapter
Author : Helen Peck,Martin Christopher,Moira Clark,Adrian Payne
Publisher : Taylor & Francis
Page : 526 pages
File Size : 55,7 Mb
Release : 2013-06-17
Category : Business & Economics
ISBN : 9781136369025
Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.
Author : Park Thaichon,Vanessa Ratten
Publisher : Routledge
Page : 162 pages
File Size : 49,5 Mb
Release : 2020-10-29
Category : Business & Economics
ISBN : 9781000205497
Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context. The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.
Author : Ian Gordon
Publisher : J. Wiley
Page : 344 pages
File Size : 46,5 Mb
Release : 1998
Category : Business & Economics
ISBN : UOM:39015040130083
Traditional marketing dealt with market segments. Relationship marketing gives management more "bang for the marketing buck" by focusing on the ultimate market segment - the individual customer - effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value. Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers.
Author : Dr Ira J Haimowitz
Publisher : Gower Publishing, Ltd.
Page : 264 pages
File Size : 54,8 Mb
Release : 2012-09-28
Category : Business & Economics
ISBN : 9781409459033
In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.
Author : Roger J. Baran,Robert J. Galka
Publisher : Taylor & Francis
Page : 450 pages
File Size : 52,5 Mb
Release : 2016-12-08
Category : Business & Economics
ISBN : 9781317419334
This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy. Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features: Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM New material on big data and the use of mobile technology An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole Cutting edge examples and images to keep readers engaged and interested A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.
Author : David Bejou,Adrian Palmer
Publisher : Routledge
Page : 149 pages
File Size : 54,8 Mb
Release : 2013-11-26
Category : Business & Economics
ISBN : 9781317972341
The best papers from the Eleventh Annual Colloquium in Relationship Marketing held in Cheltenham, United Kingdom in 2003 The impact of a positive buyer-seller relationship on the profits and customer retention of any company should never be minimized. The Future of Relationship Marketing presents carefully chosen proceedings from the Eleventh Annual Colloquium in Relationship Marketing (Cheltenham, United Kingdom in 2003). Leading experts reveal the latest studies and provide unique insights into the behaviors and dynamic strategies needed to maximize a positive relationship with the all-important customer. The Future of Relationship Marketing provides new and challenging findings important to anyone involved with buyer-seller relationships, brought together in one volume. This multidisciplinary collection of studies reaches beyond basic marketing strategies to provide a broad yet in-depth examination of the subject. The book links theory to practice, provides innovative methodologies for research, and forecasts what the future holds for relationship marketing. Each chapter is extensively referenced, and many include graphs and figures to reinforce concepts and ideas. The Future of Relationship Marketing topics include: dialogical interaction customer trust, satisfaction, and loyalty Customer Relational Management (CRM) the question of whether variety-seeking behavior make customers “bad” an analysis of underlying worldviews in relationship marketing the positivist approach in organizational theory and strategy the interpretativist approach in organizational theory and strategy configuration theory an analysis of CRM implementation models buyer-seller face-to-face negotiations The Future of Relationship Marketing gives the most recent information essential for researchers, educators, students, and professionals in customer relationship marketing.
Author : Bryan Foss,Merlin Stone
Publisher : Kogan Page Publishers
Page : 554 pages
File Size : 50,8 Mb
Release : 2001
Category : Business & Economics
ISBN : 0749435798
A handbook on customer relationship marketing. Successful Customer Relationship Marketing explores what companies all over the world are doing and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge; Strategy and Technology; Implementation; and Sector Studies.
Author : Martin Christopher,Adrian Payne,David Ballantyne
Publisher : Routledge
Page : 264 pages
File Size : 52,6 Mb
Release : 2013-06-17
Category : Business & Economics
ISBN : 9781136368967
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.
Author : Regis Mckenna
Publisher : Basic Books
Page : 260 pages
File Size : 46,7 Mb
Release : 1993-05-21
Category : Business & Economics
ISBN : 0201622408
From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate—and own—the market in the Age of the Customer.