Relationship Marketing
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38 372 Ft
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Product details:
- Publisher OUP Oxford
- Date of Publication 26 February 2009
- ISBN 9780199211562
- Binding Paperback
- No. of pages374 pages
- Size 245x187x20 mm
- Weight 730 g
- Language English
- Illustrations 80 colour line drawings 0
Categories
Short description:
Relationship Marketing provides a detailed and comprehensive look at relationships and how these impact on an organisation. Different types of relationships are considered in addition to the methods that may be employed to maximise the benefits of forming such relationships.
MoreLong description:
Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guinness and Metro.
The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future.
Online Resource Centre
For lecturers:
Answers to case and discussion questions
PowerPoint slides
For students:
Internet exercises
Web links
Extra case material
Flashcard glossary
Table of Contents:
Part One: Identification - origins and extent of relationship marketing
Background and Theory
Part Two: Investigation and interpretation - customer relationships
The Nature of Relationships
Customer Satisfaction and Retention
Involving the Customer
Customer Relationship Management (CRM)
Part Three: Investigation and interpretation - other relationships
Electronic Relationships
External Relationships
Supplier Relationships
Internal Relationships
Part Four: Implications - for organisations and the future
Management of Relationships
The Future of Relationship Marketing
