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Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributors, dealers, suppliers, competitors and other external influencers. Business executives, marketing students, and those who are interested in learning about the transformative power of relationship marketing and CRM analytics in the business enterprise would highly benefit from reading this book.
About the author
Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA. He is Chairman of the Emerging Markets Conference Board the Lead Program Co-Chair of the annual conferences organized by the Board. He has published more than 140 papers in major refereed journals. In addition, he has also published numerous refereed articles in the proceedings of major conferences. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards.
