Total Relationship Marketing
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Total Relationship Marketing
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Author : Evert Gummesson
language : en
Publisher: Routledge
Release Date : 2012-05-04
Total Relationship Marketing written by Evert Gummesson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-04 with Business & Economics categories.
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Total Relationship Marketing
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Author : Evert Gummesson
language : en
Publisher:
Release Date : 2002
Total Relationship Marketing written by Evert Gummesson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with categories.
Total Relationship Marketing
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Author : Evert Gummesson
language : en
Publisher: Routledge
Release Date : 2011-01-05
Total Relationship Marketing written by Evert Gummesson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-05 with Business & Economics categories.
This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.
Total Relationship Marketing
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Author : Evert Gummesson
language : en
Publisher:
Release Date : 1999
Total Relationship Marketing written by Evert Gummesson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Relationship marketing categories.
Total Relationship Marketing
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Author : John Heinrichs
language : en
Publisher: Jeen Su Lim
Release Date : 2021-01-16
Total Relationship Marketing written by John Heinrichs and has been published by Jeen Su Lim this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-16 with categories.
The environmental changes experienced by firms have been drastic and unpredictable. Firms are pursuing ways to be responsive to the changing environment and to engage with their customers. Complicating the situation is the advancement of e-commerce and digital technology and its impact on the way that firms do business. Firms are developing a new marketing paradigm driven by the customer relationship management (CRM) perspective to remain competitive and profitable in the global market and marketspace. This book is about creating total CRM-based relationship marketing programs in a digital age. The intent of this book is to provide meaning, context, and a framework for better utilization of the CRM perspectives for the development and implementation of relationship marketing programs. For many firms, the road to growth, brand loyalty, customer equity, and competitive advantage is a road of ever more demanding excellence. The core requirements for becoming customer-focused is creating and delivering proper customer relevance to drive relationship marketing decisions. The theme of this book is highlighted in three important concepts: exploring marketing's role in the expanding digital era, understanding the total CRM-based relationship marketing approach, and practicing with the evolving customer relationship marketing decisions that are driven by customer value metrics and customer experience management. This book is about how to create powerful and effective marketing programs that set the standard for relationship marketing in the digital era. To illustrate the total CRM-based relationship marketing processes, each chapter includes practical relationship marketing templates for applying the relationship marketing concepts and practices for relationship marketing programs. This book can build an important bridge between the understanding of total CRM perspective and effective implementation of relationship marketing programs.
Relationship Marketing
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Author : Regis Mckenna
language : en
Publisher: Basic Books
Release Date : 1993-05-21
Relationship Marketing written by Regis Mckenna and has been published by Basic Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993-05-21 with Business & Economics categories.
From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate—and own—the market in the Age of the Customer.
Trm Total Relationship Management
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Author : Mosad Zineldin
language : en
Publisher:
Release Date : 2000-01
Trm Total Relationship Management written by Mosad Zineldin and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-01 with Customer relations categories.
The last decade has seen much attention given to the subject of strategic relationship management and marketing. This book examines the new style of managing strategic business relationships. Dr. Zineldin shows how relationship management and marketing becomes a powerful tool for developing long-term relationships with suppliers, clients and distributors. The book provides students, researchers, managers, marketers and consultants with valuable new concepts and advice on key aspects within the area.
Customer Relationship Marketing Theoretical And Managerial Perspectives
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Author : Naresh K Malhotra
language : en
Publisher: World Scientific
Release Date : 2020-12-04
Customer Relationship Marketing Theoretical And Managerial Perspectives written by Naresh K Malhotra and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-04 with Business & Economics categories.
'Put this on your bookshelf and in your classroom! This is a comprehensive guide to understanding and managing customer relationships from two top scholars and educators.'Dr Linda L PriceUniversity of Wyoming, andEditor, Journal of Consumer ResearchCustomer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:
The New Relationship Marketing
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Author : Mari Smith
language : en
Publisher: John Wiley & Sons
Release Date : 2011-10-25
The New Relationship Marketing written by Mari Smith and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-25 with Business & Economics categories.
A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant "center of influence" for your customers and prospects Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away Details the unique cultures of Facebook, Twitter, and other popular online platforms Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.
Relationship Marketing
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Author : Helen Peck
language : en
Publisher: Taylor & Francis
Release Date : 2013-06-17
Relationship Marketing written by Helen Peck and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.