Relationship Marketing

Author: Thorsten Hennig-Thurau
Publisher: Springer Science & Business Media
ISBN: 3662097451
Format: PDF, ePub, Mobi
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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

The New Relationship Marketing

Author: Mari Smith
Publisher: John Wiley & Sons
ISBN: 1118063066
Format: PDF, ePub, Mobi
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A leading social media expert reveals how to expand a business through "relationship marketing," explaining how to tap popular online social networking trends and construct a sizeable and loyal network of quality relationships that will garner leads, publicity and sales.

Relationship Marketing

Author: Helen Peck
Publisher: Taylor & Francis
ISBN: 1136369023
Format: PDF, ePub, Docs
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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.

Relationship marketing

Author: Ian Gordon
Publisher: Wiley
ISBN:
Format: PDF
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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 old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities. Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank 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: Shows how to plan a relationship marketing initiative and provides sound, proven techniques for implementing it successfully. Gives you the tools to determine: the current mix of customers; the current and potential profitability of each one; and when to reward, discipline, and even fire customers. Explains how business-to-business relationships differ fundamentally from those with consumers, and presents a process for the planning of these different customer relationships. Explores the impact of technology on marketing, and how advances in technology can help companies bond more tightly with their customers. Expands the concept of a company's relationships beyond those with customers to include employees, suppliers, investors, and other important links in the "chain of relationships." Features numerous examples of best practices from leading-edge relationship marketing companies. Relationship marketing is not just a "fad of the month." Rather, it affects the entire enterprise and all its stakeholders. This book describes how to link and align various groups and initiatives within the company — technology, people, business processes, and customer knowledge — in order to bond more intensely with your customers and create new value with them.

Relationship Marketing Management

Author: Edward Little
Publisher: Cengage Learning EMEA
ISBN: 9781861529312
Format: PDF, Mobi
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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. 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.

Customer Relationship Marketing

Author: Merlin Stone
Publisher: Kogan Page Publishers
ISBN: 9780749427009
Format: PDF
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As major corporations work to unlock the full power of e-commerce they are realizing that customer relationship marketing is an important key: only by forming a lasting relationship with each individual can they target their customers effectively.

Total Relationship Marketing

Author: Evert Gummesson
Publisher: Routledge
ISBN: 0750686332
Format: PDF
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This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted - and debated - parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author's refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer's value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students. * Updated 3rd edition contains new examples, cases and references throughout and has improved features for students, including questions for discussion and end-of-chapter summaries * Topical aspects of Customer Relationship Management (CRM) is a key feature throughout * Comprehensive coverage of e-business, one-to-one marketing and revised sections on metrics and networks

Relationship Marketing

Author: Martin Christopher
Publisher: Routledge
ISBN: 1136368965
Format: PDF, ePub, Mobi
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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.