Book description
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.
Table of contents
- Cover
- Title
- Copyright
- Preface
- Book Description
- Chapter 1: Introduction
- Chapter 2: What Is Relationship Marketing?
- Chapter 3: B2B Relationship Marketing
- Chapter 4: B2C Relationship Marketing
- Chapter 5: Internal Relationship Marketing
- Chapter 6: Building Brand Equity Through Relationship Marketing
- Chapter 7: Customer Relationship Management Analytics
- Chapter 8: Future of Relationship Marketing
- Notes
- References
- Index
- Adpage
- Backcover
Product information
- Title: Relationship Marketing Re-Imagined
- Author(s):
- Release date: April 2016
- Publisher(s): Business Expert Press
- ISBN: 9781631574344
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