Relationship Marketing

Informationen zum Autor Tracy G Harwood! Senior Lecturer! Leicester Business School Has a PhD in negotiation in the context of buyer-seller relationships and partnerships! and is involved in research associated with b2b marketing and knowledge management in services. Anne J Broderick! Principal Lecturer! Leicester Business School Primary area of research is in interactive service marketing. Research has been undertaken into customer roles within the service encounter in health and banking services. Additionally! research into social responsibility and cause-related marketing is ongoing and Anne is also undertaking research into knowledge management in services. Tony Garry! Senior Lecturer! Leicester Business School Research interests revolve around the role of marketing within a professional services context! on which he is currently researching for his PhD. Klappentext This book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing. Drawing on existing literature and current thinking! Relationship Marketing explores the different perspectives on the subject and presents them in relation to a range of practical contexts! including the public sector! arts! professional services and virtual communities as well as the more traditional domains of marketing. Key Features - A wide range of learning tools including mini-cases! discussion questions! activities and insights to help facilitate effective learning and provide frequent reinforcement - Coverage of contemporary issues and topics including technology and virtual communities - The Contexts section has an extensive range of cases that illustrate relationship marketing in practice. This section is designed to encourage the reader to strengthen and develop their own understanding of the subject Designed specifically with the student in mind! it is the perfect companion for undergraduate students! postgraduate students and marketing practioners. Zusammenfassung Offers an introduction to the key theoretical concepts and models of relationship marketing. This book explores the different perspectives on the subject and presents them in relation to a range of practical contexts! including the public sector! arts! professional services and virtual communities and the traditional domains of marketing. Inhaltsverzeichnis Preface About the authors Acknowledgements Section 1: Perspectives and Dimensions of Relationship Marketing 1.Introduction to Relationship Marketing 2.Defining Relationship Marketing 3.An overview of Industrial Marketing and Supply Relationships 4.Services Marketing and Relational Perspectives 5.Interpersonal Relationships and Trust Mid section review: Critical Focus on Relationship Marketing 6.Mobilising Information in Relationships 7.Relationship Development with Emerging Technologies 8.Customer generated media! Social Networks and Relationship Development Section 2: Contexts for Relationship Development Introduction to Contexts Current Challenges in relationship marketing and decision-making Context 1 : Professional Services (b2b) Whitesides LLP and the Corporate Legal Services Market Context 2 : Travel Services (b2c)Travelsphere and customer retention in a competitive market Context 3: Sports Management (b2c) Leicester Tigers Rugby club - building loyalty Context 4 : Professional Supply relationship (b2b) A Supply Relationship Between an Organisation and its Advertising Agencies Emerging trends that impact on relationship strength and loyalty Context 5 : Utility services (b2c)British Gas Residential and the Impact of Consumer Power Context 6 : Virtual services (c2c) Customer Roles and brand relationships in the Mini online brand community Context 7 : Non-profit context (c2c) The Influence of Social Networki...

Table des matières

Preface
About the authors
Acknowledgements
Section 1: Perspectives and Dimensions of Relationship Marketing
1.Introduction to Relationship Marketing
2.Defining Relationship Marketing
3.An overview of Industrial Marketing and Supply Relationships
4.Services Marketing and Relational Perspectives
5.Interpersonal Relationships and Trust
Mid section review: Critical Focus on Relationship Marketing
6.Mobilising Information in Relationships
7.Relationship Development with Emerging Technologies
8.Customer generated media, Social Networks and Relationship Development
Section 2: Contexts for Relationship Development
Introduction to Contexts
Current Challenges in relationship marketing and decision-making
Context 1 : Professional Services (b2b) Whitesides LLP and the Corporate Legal Services Market
Context 2 : Travel Services (b2c)Travelsphere and customer retention in a competitive market
Context 3: Sports Management (b2c) Leicester Tigers Rugby club - building loyalty
Context 4 : Professional Supply relationship (b2b) A Supply Relationship Between an Organisation and its Advertising Agencies Emerging trends that impact on relationship strength and loyalty
Context 5 : Utility services (b2c)British Gas Residential and the Impact of Consumer Power
Context 6 : Virtual services (c2c) Customer Roles and brand relationships in the Mini online brand community
Context 7 : Non-profit context (c2c) The Influence of Social Networking on loyalty - Race for Life Blog

Détails du produit

• Auteurs: Anne Broderick, Anne J Broderick, Anne J. Broderick, Tony Garry, Tracy Harwood, Tracy G. Harwood
• Edition: Mcgraw Hill Academic
• Langues: Anglais
• Format d'édition: Livre Broché
• Sortie: 01.02.2008
• EAN: 9780077114220
• ISBN: 978-0-07-711422-0
• Thème: UK Higher Education Business Marketing
• Catégorie: Sciences sociales, droit, économie > Economie > Publicité, marketing