Relationship Marketing
Relationship Marketing

Author: Thorsten Hennig-Thurau

Publisher: Springer Science & Business Media

Published: 2013-06-29

Total Pages: 454

ISBN-13: 3662097451

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Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Relationship Marketing
Relationship Marketing

Author: Steve Baron

Publisher: SAGE

Published: 2010-04-20

Total Pages: 217

ISBN-13: 1446200310

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The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors′ research.

Customer Loyalty in Third Party Logistics Relationships
Customer Loyalty in Third Party Logistics Relationships

Author: David L. Cahill

Publisher: Springer Science & Business Media

Published: 2006-11-23

Total Pages: 315

ISBN-13: 3790819042

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To manage an effective customer loyalty program, third party logistics service providers (3PLs) must understand the determining factors, as well as cultural background on loyalty. This book develops a model of customer loyalty, which is then validated using empirical data from nearly 800 logistics managers in Germany and the USA. The author reviews the effects of different relational factors on the model, and explores relevant German-US cultural differences.

Online Relationship Marketing
Online Relationship Marketing

Author: Sheena Boateng

Publisher: Createspace Independent Publishing Platform

Published: 2018-10

Total Pages: 284

ISBN-13: 9781727453652

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You are welcome to ONLINE RELATIONSHIP MARKETING - What Works in Ghana. This book has two key audiences. First, it explores the antecedents and outcomes of Online Relationship Marketing (ORM). The antecedents are conceptualised as ORM activities - engagement, interactivity, personalisation and collaboration. The outcomes are trust, commitment and customer loyalty. However, trust and commitment are also conceptualised as mediators between the ORM activities and customer loyalty. Through structural equation modelling, this book examines these relationships to explain the antecedents and outcomes of ORM in a developing economy, Ghana. In this light, researchers and practitioners seeking to understand the constituents of ORM will find this book as a timely resource to understand how ORM is practised in Ghana.Second, the book is a good guide for anyone seeking to undertake or currently enrolled in a doctoral programme in marketing. The book presents a thorough review of ORM, thereby outlining the research gaps that can shape future research. Two research theories - Commitment-Trust theory and Signalling theory - are also reviewed to understand how they can be used to address the research gaps identified. Hence, the book is a good guide for conducting literature review in a doctoral thesis. It is also a good example for any business student seeking to use structural equation modelling in a doctoral thesis.

Strategic Retail Management
Strategic Retail Management

Author: Joachim Zentes

Publisher: Springer

Published: 2016-10-07

Total Pages: 469

ISBN-13: 3658101830

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This book is devoted to the dynamic development of retailing. The focus is on various strategy concepts adopted by retailing companies and their implementation in practice. This is not a traditional textbook or collection of case studies; it aims to demonstrate the complex and manifold questions of retail management in the form of twenty lessons, where each lesson provides a thematic overview of key issues and illustrates them via a comprehensive case study. The examples are all internationally known retail companies, to facilitate an understanding of what is involved in strategic retail management and illustrate best practices. In the third edition, all chapters were revised and updated. Two new chapters were added to treat topics like corporate social responsibility as well as marketing communication. All case studies were replaced by new ones to reflect the most recent developments. Well-known retail companies from different countries, like Tesco, Zalando, Hugo Boss, Carrefour, Amazon, Otto Group, are now used to illustrate particular aspects of retail management.

Customer Loyalty and Brand Management
Customer Loyalty and Brand Management

Author: María Jesús Yagüe Guillén

Publisher: MDPI

Published: 2019-09-23

Total Pages: 122

ISBN-13: 3039213350

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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Advanced Topics in Global Information Management, Volume 1
Advanced Topics in Global Information Management, Volume 1

Author: Tan, Felix B.

Publisher: IGI Global

Published: 2001-07-01

Total Pages: 408

ISBN-13: 1591400295

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Advanced Topics in Global Information Management includes original material concerned with all aspects of global information management in three broad areas: Global Information Systems in Business Fuctions, Information Technology in Specific Regions of the World, Management of Global Information Resources and Applications. Both researchers and practitioners disseminate the evolving knowledge in these broad categories and the book examines a variety of aspects of global information management dealing with development, usage, failure, success, policies, strategies and applications of this valuable organizational resources.

Marketing Imagination
Marketing Imagination

Author: Theodore Levitt

Publisher: Simon and Schuster

Published: 1986-04-21

Total Pages: 276

ISBN-13: 0029190908

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A unique approach to the marketing/ management concept discusses product and marketing objectives, the relationship between client and supplier, the industrialization of service, and other facets of effective marketing strategies.