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Relationship Marketing: A Consumer Experience Approach (SAGE Advanced Marketing Series)

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en Limba Engleză Carte Paperback – 20 Apr 2010
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.
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Specificații

ISBN-13: 9781412931229
ISBN-10: 1412931223
Pagini: 216
Dimensiuni: 170 x 242 x 17 mm
Greutate: 0.39 kg
Ediția: 1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Seria SAGE Advanced Marketing Series

Locul publicării: London, United Kingdom

Recenzii

'The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student' -
Professor Angus Laing, Dean of Business and Economics,
Loughborough University


'The authors have to be congratulated for bringing relationship marketing into the 21st century by incorporating key concepts such as service-dominant logic, social networks, and consumer experience modellng. The effort is highly commendable as the insights from the book are substantive for a varied readership' -
Thorsten Gruber, Lecturer (Assistant Professor) in Marketing and Service Management,
Manchester Business School


Cuprins

PART ONE: RELATIONSHIP MARKETING: THE STATE OF THE ART
Origins and History of Relationship Marketing
Relationship Marketing Themes
Customer Retention and Loyalty
Relationship Marketing
A Change in Perspective?
PART TWO: RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE
Frameworks for Analyzing the Consumer Experience
Consumer Resources
Use and Integration
Introducing Consumer Experience Modeling
Consumer Experience Modeling
Value Enhancers and Inhibitors
Communities within 'Experiential Networks'
Social Networks
C2C Exchanges and Relationships
CONCLUSION
Conclusions