The Future of Relationship Marketing

ISBN-13: 9780789031617 / Angielski / Twarda / 2006 / 138 str.

David Bejou; Adrian Palmer

Opis

The impact of a positive buyer-seller relationship on the profits and customer retention of any company should never be minimized. The Future of Relationship Marketing presents carefully chosen proceedings from the Eleventh Annual Colloquium in Relationship Marketing (Cheltenham, United Kingdom, 2003). Leading experts reveal the latest studies and provide unique insights into the behaviors and dynamic strategies needed to maximize a positive relationship with the all-important customer. Each chapter is extensively referenced, and many include graphs and figures to reinforce concepts and ideas.

Spis treści

• Preface
  
• The Future of Relationship Marketing (Adrian Palmer and David Bejou)
  
• Relationship Marketing: The Challenge of Dialogical Interaction (Richard J. Varey and David Ballantyne)
  
• Trust, Satisfaction and Loyalty in Customer Relationship Management: An Application of Justice Theory (Lyle R. Wetsch)
  
• Are Variety-Seekers Bad Customers? An Analysis of the Role of Recommendations in the Service Profit Chain (Herbert Woratschek and Chris Horbel)
  
• The 4Ps of Relational Marketing, Perspectives, Perceptions and Paradigms: Learnings from Organizational Theory and the Strategy Literature (Jaqueline Pels and Michael Saren)
  
• An Exploratory Analysis of CRM Implementation Models (Stephan C. Henneberg)
  
• Developing Buyer-Seller Relationships Through Face to Face Negotiations (Tracy G. Harwood)
  
• Index
  
• Reference Notes Included
  

O autorze

David Bejou, Adrian Palmer