Relationship Marketing - A Consumer Experience Approach

Informationen zum Autor Steve Baron is Professor of Marketing, and Director of the Centre for Experiential Consumption Studies at the University of Liverpool, UK. He is joint author of a book on Services Marketing (Third Edition, Palgrave, 2008), and also joint author of Relationship Marketing (SAGE, 2009). He has published work in many academic journals, including Journal of Service Research, Journal of Services Marketing, International Journal of Service Industry Management, European Journal of Marketing, Journal of Marketing Management, Journal of Business Research and International Journal of Market Research. He is Deputy Editor of Journal of Customer Behaviour, and on the Editorial Advisory Boards of Journal of Services Marketing, Service Science, and Service Business: an International Journal. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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

Product details

• Authors: Nick J. Ashil, Steve Baron, Steve Conway Baron, Steve Et Al Baron, Baron Steve, Janet Carruthers, Tony Conway, Conway Tony, Gary Warnaby, Gary C. Warnaby, Warnaby Gary
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 20.04.2010
• EAN: 9781412931229
• ISBN: 978-1-4129-3122-9
• No. of pages: 216
• Series: Sage Advanced Marketing Series; Advanced Marketing; SAGE Advanced Marketing Series; Sage Advanced Marketing
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, Sales & marketing, Sales and marketing