The Relationship Marketer: Rethinking Strategic Relationship Marketing

ISBN-13: 9783642032424 / Angielski / Twarda / 2009 / 223 str.

Soren Hougaard; Mogens Bjerre

Opis

In "The Relationship Marketer," Soren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally."

Recenzje

From the reviews of the second edition:

"There is a solid theoretical grounding for each chapter that would appeal to both executive and postgraduate students. ... book would appeal to industrial marketers as well as business-to-business specialists. The book does an excellent job of explaining marketing ... . book is also a useful primer to those practitioners and consultants wishing to update their knowledge of marketing ... . students would benefit from the concise approach of the authors, this book is highly recommended for the key account or business-to-business marketer." (Mark Glynn, Journal of Product and Brand Management, Vol. 20 (1), 2011)

Spis treści

The Relationship Aspect of Marketing.- A Systematic Approach to the Buyer-Seller Relationships.- The Economics of Customer Relationships.- Customer Loyalty and Business Economics.- The Driving Forces of Customer Relationships.- Supplier Relationship Levels — Consequences and Contents.- Relationships in Different Environments.- The Individualised Approach to Relationships.- The Sales Centre.- Relationship Marketing Strategy.

Blurb

In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.
"The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.