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Author : Søren Hougaard and Mogens Bjerre
Publisher : Samfundslitteratur
Page : 244 pages
File Size : 52,6 Mb
Release : 2009
Category : handelsteknik
ISBN : 8759313714
Author : Regis Mckenna
Publisher : Basic Books
Page : 260 pages
File Size : 43,7 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.
Author : Steve Baron,Tony Conway,Gary Warnaby
Publisher : SAGE
Page : 217 pages
File Size : 47,7 Mb
Release : 2010-04-20
Category : Business & Economics
ISBN : 9781446200315
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.
Author : Mark Godson
Publisher : Unknown
Page : 390 pages
File Size : 54,8 Mb
Release : 2009-02-26
Category : Business & Economics
ISBN : PSU:000066147220
future." --Book Jacket.
Author : Merlin Stone,Neil Woodcock,Liz Machtynger
Publisher : Kogan Page Publishers
Page : 244 pages
File Size : 51,8 Mb
Release : 2000
Category : Business & Economics
ISBN : 0749427000
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.
Author : Mari Smith
Publisher : John Wiley & Sons
Page : 272 pages
File Size : 52,7 Mb
Release : 2011-10-25
Category : Business & Economics
ISBN : 9781118063064
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.
Author : Robert W. Palmatier
Publisher : Unknown
Page : 142 pages
File Size : 48,6 Mb
Release : 2008-01-01
Category : Customer relations
ISBN : 0965711498
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.
Author : Robert W. Palmatier,Lena Steinhoff
Publisher : Routledge
Page : 261 pages
File Size : 50,8 Mb
Release : 2019-01-15
Category : Business & Economics
ISBN : 9781351388238
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.
Author : John Egan
Publisher : Financial Times/Prentice Hall
Page : 252 pages
File Size : 50,7 Mb
Release : 2001
Category : Kunderelationer
ISBN : PSU:000049034479
This title examines relationships in marketing and how these influence modern marketing strategy and practice. It analyzes the differences and similarities between traditional and relationship-based marketing. It includes learning objectives, chapter summaries, and case studies.
Author : Richard J. Varey
Publisher : Unknown
Page : 244 pages
File Size : 41,5 Mb
Release : 2002
Category : Business & Economics
ISBN : CORNELL:31924094772195
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.
Author : Thorsten Hennig-Thurau,Ursula Hansen
Publisher : Springer Science & Business Media
Page : 454 pages
File Size : 42,9 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9783662097458
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
Author : Soren Hougaard,Mogens Bjerre
Publisher : Springer Science & Business Media
Page : 227 pages
File Size : 50,9 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 : Naresh K. Malhotra,Can Uslay,Ahmet Bayraktar
Publisher : Business Expert Press
Page : 168 pages
File Size : 55,8 Mb
Release : 2016-04-15
Category : Business & Economics
ISBN : 9781631574344
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.
Author : Francis Buttle
Publisher : SAGE
Page : 230 pages
File Size : 41,8 Mb
Release : 1996-05-28
Category : Social Science
ISBN : 1853963135
`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.
Author : Soren Hougaard,Mogens Bjerre
Publisher : Springer Science & Business Media
Page : 366 pages
File Size : 41,5 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.
