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Author: Regis Mckenna
Publisher: Basic Books
ISBN: 9780201622409
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
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: Regis Mckenna
Publisher: Basic Books
ISBN: 9780201622409
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
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: Søren Hougaard and Mogens Bjerre
Publisher: Samfundslitteratur
ISBN: 9788759313718
Category : handelsteknik
Languages : en
Pages : 244
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Book Description
Author: Robert W. Palmatier
Publisher: Routledge
ISBN: 1351388231
Category : Business & Economics
Languages : en
Pages : 261
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Book Description
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: Mari Smith
Publisher: John Wiley & Sons
ISBN: 1118063066
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
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: Steve Baron
Publisher: SAGE
ISBN: 1446200310
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
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: Richard J. Varey
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
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: Francis Buttle
Publisher: SAGE
ISBN: 9781853963131
Category : Social Science
Languages : en
Pages : 230
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Book Description
`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
Publisher: Springer Science & Business Media
ISBN: 3540248137
Category : Business & Economics
Languages : en
Pages : 366
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Book Description
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: Jagdish N Sheth
Publisher: SAGE
ISBN: 0761918108
Category : Business & Economics
Languages : en
Pages : 678
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Book Description
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.
Author: Edward Little
Publisher: Cengage Learning
ISBN: 9781861529312
Category : Kunderelationer
Languages : en
Pages : 0
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Book Description
Relationship Marketing is growing in popularity as a significant component of Services Marketing courses and as a subject in its own right. Relationship Marketing Management aims to summarize existing work on Relationship Marketing (RM) and to examine the practical application of these concepts. These aims are achived not only by the inclusion of case studies and illustrative examples, but also by devoting four chapters to the planning, implementation and monitoring of RM programmes. Relationship Marketing Management presents a coherent overview of the theory as well as exploring the practicalities of RM. Aimed mainly at postgraduates and senior level undergraduates, the academic content of the book is supported by an extensive review of current literature in respected journals and is presented in a form that is accessible to the students.
