Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships

ISBN-13: 9781631574337 / Angielski / Miękka / 2016 / 168 str.

Naresh K. Malhotra; Can Uslay; Ahmet Bayraktar

Opis

Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributors, dealers, suppliers, competitors and other external influencers.Business executives, marketing students, and those who are interested in learning about the transformative power of relationship marketing and CRM analytics in the business enterprise would highly benefit from reading this book.