Electronic Inspection Copy available for instructors here 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.
Gilmore and Carson argue that this is equally the case with internal marketing.34 They argue that, in a services context, the competencies required for the internal management of service tasks and service delivery will revolve around ...
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.
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.
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.
With strategies both for one-to-one marketing and for mass customization, this critical handbook offers information for today’s ever-adapting business environment.
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.
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.
This second edition is revised to take account of research since the first edition, and contains examples.
A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world Marketing Is Dead! Long Live Marketing! Marketing is dead because the...
"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 ...