Managing Market Relationships: Methodological and Empirical Insights

ISBN-13: 9781138356467 / Angielski / Miękka / 2022 / 246 str.

Adam Lindgreen

Opis

Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions.

Spis treści

Contents: Introduction: Evolution of marketing practices; Research areas and principal research questions; Organization of this book; References. Research Approach: Ontology and epistemology - realism paradigm; Methodology and methods - theory-generating strategies, techniques, and procedures; Analysis of case studies; Analysis of case study reflecting an action-research approach; Analysis of survey - leadership styles; Ethical considerations; References. Understanding of Relationship Marketing: Value through goods, services, and relationships; Academic, business press, and middle-management discourses on value management; References. Implementation of Relationship Marketing: Market relationships; Transactional and transformational leadership styles; References. Evolution of Relationship Marketing: Market dynamism, market relationships, and market relationship evolution; Buyer-seller market exchange situations; References. Control of Relationship Marketing: A relationship management assessment tool; Best practices in relationship marketing; References. Conclusions: Theoretical contributions; Managerial implications; Limitations to the studies; Avenues for further research; Closing remarks; References. Appendix - Relationship management assessment tool; Index.

O autorze

Dr. Adam Lindgreen is Professor of strategic marketing at Hull University Business School, U.K. After graduating in engineering, chemistry, and physics, Dr. Lindgreen first finished an MSc in food science and technology at the Technical University of Denmark and is now a European Engineer (Eurlng); he then finished an MBA at Leicester University. In 2000, he received his Ph.D. at Cranfield University. As Assistant Professor with the Catholic University of Louvain, he represented the university in the Community of European Management Schools' inter-faculty group 'Marketing'. He was also Assistant Professor at Eindhoven University of Technology and a research fellow with the Eindhoven Centre for Innovation Studies. Since 2007, Dr. Lindgreen has been Professor of strategic marketing at the Hull University Business School. He has published widely, and his awards include Industrial Marketing Management's Outstanding Article 2005. His research interests include business and industrial marketing management, consumer behaviour, experiential marketing, and corporate social responsibility.