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Relationship Marketing

Af: Tony Conway, Steve Baron, Gary Warnaby Engelsk Paperback
SPAR
kr 76

Relationship Marketing

Af: Tony Conway, Steve Baron, Gary Warnaby Engelsk Paperback
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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 216
ISBN-13: 9781412931229
Indbinding: Paperback
Udgave:
ISBN-10: 1412931223
Kategori: Salg og marketing
Udg. Dato: 20 apr 2010
Længde: 12mm
Bredde: 170mm
Højde: 242mm
Forlag: SAGE Publications Inc
Oplagsdato: 20 apr 2010
Forfatter(e) Tony Conway, Steve Baron, Gary Warnaby


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 216


Udgave


Længde 12mm


Bredde 170mm


Højde 242mm


Udg. Dato 20 apr 2010


Oplagsdato 20 apr 2010

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