The Relationship Marketer
Author : Søren Hougaard and Mogens Bjerre
Publisher : Samfundslitteratur
Page : 244 pages
File Size : 36,41 MB
Release : 2009
Category : handelsteknik
ISBN : 9788759313718
Strategic Customer Management
Author : Adrian Payne
Publisher : Cambridge University Press
Page : 547 pages
File Size : 42,5 MB
Release : 2013-03-28
Category : Business & Economics
ISBN : 1107328411
Book Description
Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
Relationship Marketing
Author : Regis Mckenna
Publisher : Basic Books
Page : 260 pages
File Size : 36,80 MB
Release : 1993-05-21
Category : Business & Economics
ISBN : 9780201622409
Book Description
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.
Healthcare Relationship Marketing
Author : Dr Ira J Haimowitz
Publisher : Gower Publishing, Ltd.
Page : 264 pages
File Size : 10,89 MB
Release : 2012-09-28
Category : Business & Economics
ISBN : 1409459039
Book Description
In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.
Strategic Relationship Marketing
Author : Soren Hougaard
Publisher : Springer Science & Business Media
Page : 366 pages
File Size : 14,91 MB
Release : 2013-11-01
Category : Business & Economics
ISBN : 3540248137
Book Description
There is more and more evidence that shows economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. 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.
Handbook of Relationship Marketing
Author : Jagdish N Sheth
Publisher : SAGE
Page : 678 pages
File Size : 24,37 MB
Release : 2000
Category : Business & Economics
ISBN : 0761918108
Book Description
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.
Strategic Alliances and Marketing Partnerships
Author : Richard Gibbs
Publisher : Kogan Page Publishers
Page : 256 pages
File Size : 38,91 MB
Release : 2009-02-03
Category : Business & Economics
ISBN : 0749456094
Book Description
Strategic Alliances and Marketing Partnerships will help you to understand how partnerships function and how you can manage them more effectively and efficiently. Based on solid research and dealing with key topics such as supply chain management, marketing channels and relationship management, it identifies the key factors that determine partnering excellence. Whatever the nature of the relationship - whether outsourcing, strategic alliances or co-manufacturing, there are eight distinctive relationship types identified by the authors to help managers optimize their business to business partnerships. With case studies from prominent, global organizations such as Walmart, Toyota, General Motors and Dell, Strategic Alliances and Marketing Partnerships will help you to understand the problems that affect partnering and how to make effective management decisions to improve both the relationship and productivity.
Strategic Marketing
Author : Tony Proctor
Publisher : Routledge
Page : 352 pages
File Size : 33,30 MB
Release : 2014-02-25
Category : Business & Economics
ISBN : 1317834232
Book Description
Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them. From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of ‘strategic windows’ to improve its position. Core issues covered include: marketing strategy analyzing the business environment the customer in the market place targeting and positioning marketing mix strategy. This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management.
The New Relationship Marketing
Author : Mari Smith
Publisher : John Wiley & Sons
Page : 272 pages
File Size : 35,77 MB
Release : 2011-10-25
Category : Business & Economics
ISBN : 1118063066
Book Description
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
Author : Steve Baron
Publisher : SAGE
Page : 217 pages
File Size : 15,97 MB
Release : 2010-04-20
Category : Business & Economics
ISBN : 1446200310
Book Description
The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors′ research.
