Steve Baron: Relationship Marketing

Cover: 9781412931229 | Relationship Marketing | A Consumer Experience Approach | Taschenbuch

Rückseite: 9781412931229 | Relationship Marketing | A Consumer Experience Approach | Taschenbuch

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Sprache: Englisch

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Beschreibung

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.

Über den 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.

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

Details

Erscheinungsjahr:	2010
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	SAGE Advanced Marketing Series
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781412931229
ISBN-10:	1412931223
Sprache:	Englisch
Herstellernummer:	B31215P
Einband:	Kartoniert / Broschiert
Autor:	Baron, Steve Conway, Tony Warnaby, Gary
Hersteller:	SAGE Publications Ltd SAGE Advanced Marketing Series
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	244 x 170 x 12 mm
Von/Mit:	Steve Baron (u. a.)
Erscheinungsdatum:	20.04.2010
Gewicht:	0,385 kg