Hougaard / Bjerre Strategic Relationship Marketing
Erscheinungsjahr 2013
ISBN: 978-3-540-24813-2
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark
E-Book, Englisch, 371 Seiten, Web PDF
ISBN: 978-3-540-24813-2
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark
This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.
Zielgruppe
Professional/practitioner
Autoren/Hrsg.
Weitere Infos & Material
Tabel of Content.- I — The Value of Relationships.- 1. Understanding Buyer-Seller Relationships.- 2. A Systematic Approach to Buyer-Seller Relationships.- 3. Discovering the Economics of Customer Relationships.- 4. Customer Loyalty and the Effect on Business Economics.- II — Preconditions for Building Successful Relationships.- 5. Understanding the Driving Forces of Customer Relationships.- 6. Supplier Relationship Levels — Consequences and Contents.- 7. Relationships in Different Environments.- III — Relationship Marketing Strategies.- 8. The Individualised Approach to Relationships.- 9. Generic Relationship Marketing Strategies.- 10. Risks and Benefits of Relationships.- 11. Cases.- Abbreviations.- Index of subjects.
