Relationship Marketing
Price: 975.00 INR
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ISBN:
9780199580842
Publication date:
04/08/2009
Paperback
376 pages
Price: 975.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199580842
Publication date:
04/08/2009
Paperback
376 pages
Rights: World Rights
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, Guiness 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.
Table of contents
PART ONE: IDENTIFICATION - ORIGINS AND EXTENT OF RELATIONSHIP MARKETING
Chapter 1: Background and Theory
PART TWO: INVESTIGATION AND INTERPRETATION - CUSTOMER RELATIONSHIPS
Chapter 2: The Nature of Relationships
Chapter 3: Customer Satisfaction and Retention
Chapter 4: Involving the Customer
Chapter 5: Customer Relationship Management (CRM)
PART THREE: INVESTIGATION AND INTERPRETATION - OTHER RELATIONSHIPS
Chapter 6: Electronic Relationships
Chapter 7: External Relationships
Chapter 8: Supplier Relationships
Chapter 9: Internal Relationships
PART FOUR: IMPLICATIONS - FOR ORGANISATIONS AND THE FUTURE
Chapter 10: Management of Relationships
Chapter 11: The Future of Relationship Marketing
Features
- Provides a comprehensive treatment of relationship marketing enabling students to gain a detailed understanding of the theories and how these transfer to practice.
- Covers both relationship marketing and customer relationship management, providing students with a holistic appreciation of how the two subjects are interrelated.
- Considers how and why relationship marketing might work, as well as exploring instances where it may be less appropriate, ensuring a deeper insight into the subject.
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, Guiness 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.
Read MoreTable of contents
PART ONE: IDENTIFICATION - ORIGINS AND EXTENT OF RELATIONSHIP MARKETING
Chapter 1: Background and Theory
PART TWO: INVESTIGATION AND INTERPRETATION - CUSTOMER RELATIONSHIPS
Chapter 2: The Nature of Relationships
Chapter 3: Customer Satisfaction and Retention
Chapter 4: Involving the Customer
Chapter 5: Customer Relationship Management (CRM)
PART THREE: INVESTIGATION AND INTERPRETATION - OTHER RELATIONSHIPS
Chapter 6: Electronic Relationships
Chapter 7: External Relationships
Chapter 8: Supplier Relationships
Chapter 9: Internal Relationships
PART FOUR: IMPLICATIONS - FOR ORGANISATIONS AND THE FUTURE
Chapter 10: Management of Relationships
Chapter 11: The Future of Relationship Marketing
