Transforming Relationship Marketing

Author : Park Thaichon,Vanessa Ratten
Publisher : Routledge
Page : 162 pages
File Size : 54,9 Mb
Release : 2020-10-29
Category : Business & Economics
ISBN : 9781000205497

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Transforming Relationship Marketing by Park Thaichon,Vanessa Ratten Pdf

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 : 45,5 Mb
Release : 1998
Category : Business & Economics
ISBN : UOM:39015040130083

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Relationship Marketing by Ian Gordon Pdf

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 : Kody Bateman
Publisher : Unknown
Page : 128 pages
File Size : 54,6 Mb
Release : 2018-08-28
Category : Electronic
ISBN : 1936677423

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The Power of Human Connection by Kody Bateman Pdf

Author : Steven Van Belleghem
Publisher : Kogan Page Publishers
Page : 208 pages
File Size : 41,6 Mb
Release : 2015-04-03
Category : Business & Economics
ISBN : 9780749473242

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When Digital Becomes Human by Steven Van Belleghem Pdf

WINNER: CMI Management Book of the Year Awards 2016 - Commuter's Read Category In an age when customers have access to vast amounts of data about a company, its product and its competitors, customer experience becomes increasingly important as a sustainable source of competitive advantage. But success doesn't just rely on digital engagement and excellence, but also on combining a digital-first attitude with a human touch. In When Digital Becomes Human, Steven Van Belleghem explores and explains the new digital relationships. Packed with global examples from organizations that have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Coolblue, Nike and Starbucks, When Digital Becomes Human presents a clear model that companies can easily implement to integrate an emotional layer into their digital strategy. This guide to combining two of a business's most important assets - its people and its digital strengths - covers the latest issues in digital marketing and customer experience management, including omnichannel and multichannel experiences, big data and predictive analytics, privacy concerns, customer collaboration (ie crowdsourcing) and more.

Author : Naresh K. Malhotra,Can Uslay,Ahmet Bayraktar
Publisher : Business Expert Press
Page : 168 pages
File Size : 40,9 Mb
Release : 2016-04-15
Category : Business & Economics
ISBN : 9781631574344

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Relationship Marketing Re-Imagined by Naresh K. Malhotra,Can Uslay,Ahmet Bayraktar Pdf

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 : Regis Mckenna
Publisher : Basic Books
Page : 260 pages
File Size : 41,7 Mb
Release : 1993-05-21
Category : Business & Economics
ISBN : 0201622408

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Relationship Marketing by Regis Mckenna Pdf

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 : Andre Buhler,Gerd Nufer
Publisher : Routledge
Page : 209 pages
File Size : 51,9 Mb
Release : 2012-07-26
Category : Business & Economics
ISBN : 9781136436161

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Relationship Marketing in Sports by Andre Buhler,Gerd Nufer Pdf

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.

Author : Ekren, Gülay,Erkollar, Alptekin,Oberer, Birgit
Publisher : IGI Global
Page : 251 pages
File Size : 50,8 Mb
Release : 2019-09-27
Category : Business & Economics
ISBN : 9781522595526

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Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business by Ekren, Gülay,Erkollar, Alptekin,Oberer, Birgit Pdf

As businesses undergo digital transformation, technologies will lead to greater efficiencies and change how we interact in traditional relationships among suppliers, producers, and customers, as well as between human and machine. One such technology is the introduction of management information systems (MIS) that provide a company with the coordination, control, analysis, and visualization of information by collecting from various digital environments. In today's digital age, information needs to be managed, and MIS have the ability to transfer the information obtained by computer systems to the business operations within the business models, business processes, and management functions. Advanced MIS and Digital Transformation for Increased Creativity and Innovation in Business is an essential reference source that discusses the impact of digital technologies in enterprises and their competitive environment on management information systems and examines the application of new technologies to support strategic decisions and realize exciting visions. Featuring research on topics such as machine learning, resource planning, and e-commerce, this book is ideally designed for managers, executives, IT specialists, analysts, business professionals, training officers, software engineers, business administrators, scholars, researchers, and practitioners seeking coverage on future trends, issues, and challenges in relation to management information systems.

Author : Evert Gummesson
Publisher : Unknown
Page : 0 pages
File Size : 47,6 Mb
Release : 2021
Category : Relationship marketing
ISBN : 0415703689

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Total Relationship Marketing by Evert Gummesson Pdf

Author : Ali Farhoomand,M. Lynne Markus,Guy Gable,Shamza Khan
Publisher : Bloomsbury Publishing
Page : 461 pages
File Size : 53,9 Mb
Release : 2021-01-21
Category : Business & Economics
ISBN : 9781137083807

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Managing (e)Business Transformation by Ali Farhoomand,M. Lynne Markus,Guy Gable,Shamza Khan Pdf

Managing (e)Business Transformation comprises text and cases designed to show students how a business can be transformed into an internetworked enterprise where IT infrastructures are used to link customers, suppliers, partners and employees to create superior economic value. The book is written based on the premise that integrating internet technologies throughout the value chain is crucial to building and managing customer relationships. Importantly, it underscores the centrality of basic business and economic principles within the context of a networked environment. The book builds on established business and economic theories, concepts and fundamentals to show that 'e-business' will soon be synonymous with 'business'. The book takes a strong managerial perspective, especially popular with MBA students, to argue that the internet is simply an enabling technology, which allows firms to build the infrastructure needed to operate in an evolving business world. The application of theory/concepts is emphasized throughout and contains a range of international case studies enhance the learning experience. This book is a must for all students studying e-business strategy at undergraduate, MBA and postgraduate level. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/farhoomand/index.asp

Author : Robert W. Palmatier,Lena Steinhoff
Publisher : Routledge
Page : 261 pages
File Size : 47,7 Mb
Release : 2019-01-15
Category : Business & Economics
ISBN : 9781351388238

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Relationship Marketing in the Digital Age by Robert W. Palmatier,Lena Steinhoff Pdf

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 : Aino Halinen
Publisher : Routledge
Page : 389 pages
File Size : 40,8 Mb
Release : 2002-01-04
Category : Business & Economics
ISBN : 9780203025512

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Relationship Marketing in Professional Services by Aino Halinen Pdf

Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.

Author : John Egan
Publisher : Financial Times/Prentice Hall
Page : 252 pages
File Size : 48,9 Mb
Release : 2001
Category : Business & Economics
ISBN : PSU:000049034479

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Relationship Marketing by John Egan Pdf

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 : Philip Kotler,Marian Dingena,Waldemar Pfoertsch
Publisher : Springer
Page : 162 pages
File Size : 53,7 Mb
Release : 2015-09-11
Category : Business & Economics
ISBN : 9783319206066

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Transformational Sales by Philip Kotler,Marian Dingena,Waldemar Pfoertsch Pdf

​Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference. "Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an “outside” to an “inside” job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertsch’s “Transformational Sales” provides hands-on insights and tools needed for companies who truly want to achieve this transformation." Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore "The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers’ functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customer success, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business." Achim Kuehn, CMO Herrenknecht AG, Schwanau, Germany

Author : Kiran Sood,Balamurugan Balusamy,Simon Grima
Publisher : Emerald Group Publishing
Page : 195 pages
File Size : 52,7 Mb
Release : 2023-09-28
Category : Business & Economics
ISBN : 9781837970100

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Digital Transformation, Strategic Resilience, Cyber Security and Risk Management by Kiran Sood,Balamurugan Balusamy,Simon Grima Pdf

Contemporary Studies in Economic and Financial Analysis publishes a series of current and relevant themed volumes within the fields of economics and finance.