| Description |
1 online resource |
| Series |
Elgar original reference |
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Elgar original reference.
|
| Contents |
1. The future evolution of relationship marketing / Jagdish N. Sheth -- 2. Relationship marketing : Berry's insights from the past and for the future / Janet Turner Parish, Sandi Lampo and Kristin Landua -- 3. Relationship benefits research : a synthesis / Dwayne D. Gremler and Kevin P. Gwinner -- 4. Advances in customer value management / Peter C. Verhoef and Katherine N. Lemon -- 5. Relationship marketing tools : understanding the value of loyalty programs / Russell Lacey -- 6. Service failure and recovery : implications for relationship marketing / Betsy Bugg Holloway and Sijun Wang -- 7. From theory to bedside and back : relationship marketing and medical care / Michael J. Howley, Jr. -- 8. Self-service technologies : building relationships with Indian consumers / Rajan Saxena, Mona Sinha and Hufrish Majra -- 9. Taxonomy of hotel loyalty program members : examining differences in service quality perceptions / George Deitz and John D. Hansen -- 10. NASCAR : driving relationship equity through the sponsorship supply chain / Susan Cadwallader, Tom Boyd and Aaron Thomas -- 11. Aligning service dominant logic and the relationship marketing view of the customer / Thomas W. Gruen -- 12. Gratitude in relationship marketing / Randle D. Raggio [and others] -- 13. Anti-relationship marketing : understanding relationship-destroying behaviors / Stephen A. Samaha and Robert W. Palmatier -- 14. From relationship marketing to many-to-many marketing / Evert Gummesson |
| Summary |
Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business strategies. Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. The Handbook on Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners. The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention |
| Bibliography |
Includes bibliographical references and index |
| Notes |
CIP data; item not viewed |
| Subject |
Relationship marketing.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Relationship marketing
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| Form |
Electronic book
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| Author |
Morgan, Robert M., editor
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Parish, Janet Turner, editor
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Deitz, George, editor
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| ISBN |
9781783478637 |
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1783478632 |
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1848443684 |
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9781848443686 |
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