Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships /

Marketing is arguably amidst a paradigm shift. Marketing orientation is shifting away from creating exchanges (sales) to creating value (satisfaction) and relationships (cocreating value). Ultimately, the main objective of all marketing activities is value creation. In vast majority of cases, value...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Malhotra, Naresh K. (Autor), Uslay, Can, 1973- (Autor), Bayraktar, Ahmet (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edición:First edition.
Colección:Marketing strategy collection.
Temas:
Relationship marketing.
Marketing relationnel.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Relationship marketing
Relacions amb els clients > Direcció i administració.
B2B relationships
B2C relationships
customer lifetime value
customer loyalty
customer relationship management
customer satisfaction
electronic relationship marketing
internal marketing
loyalty and rewards programs
mindful relationship marketing
relationship marketing
value cocreation
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1. Introduction
  • 2. What is relationship marketing?
  • 3. B2B relationship marketing
  • 4. B2C relationship marketing
  • 5. Internal relationship marketing
  • 6. Building brand equity through relationship marketing
  • 7. Customer relationship management analytics
  • 8. Future of relationship marketing
  • Notes
  • References
  • Index.

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