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Relationship marketing : perspectives, dimensions and contexts.
Relationship Marketing [is] a long-term approach that nurtures customers, employees and business partners.⬠(Masterson and Pickton: Marketing) Identified in the 1980â¬"s, there were some groundbreaking texts in the 1990â¬"s and this text now seeks to draw on the existing literature to present a modern view of Relationship Marketing.Structured in three sections, Perspectives, Dimensions and Contexts, the text provides an integrated overview of the key theoretical concepts and models; discussion of current practical applications; review of latest thinking by both academics and practitioners; and, considers how the concepts may be evolving. Lively case studies & examples will be given to illustrate the ideas presented. Each chapter will provide a list of further readings, annotated for accessibility by readers. Courses have traditionally occurred at postgraduate level although it is increasingly clear that RM courses are occurring at final year undergraduate level and in some cases lower. This text aims to fulfil the need of those lecturers and students teaching and taking these modules. The text will also suit MBAs as a bridge to more strategic marketing texts such as Christopher et alâ¬"s (2004) Relationship Marketing. This text will present theories and show how they relate to a range of practical contexts which are relatively new, including public sector, arts, professional services and virtual communities, as well as the more traditional domains of B2B and B2C. This will be achieved through clearly structured sections entitled Perspectives, Dimensions and Contexts. A brief review of the aims of each section follows: Perspectives: This section presents a brief review of the key concepts and theories from different perspectives recognised in the academic literature. Dimensions: This section considers the different components and processes incorporated within each of the perspectives that have variously important roles and impact. Included within this are social ties and emotional labour, knowledge management, the role of quality and performance indicators, the nature of virtual communities and their role in relational development and management, and, technology. Contexts: This section provides an in-depth case analysis for a range of different practical contexts (case studies).
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| Tan 658. 812 Har r | PSB lt.dasar - Pascasarjana | 2 |
| Penerbit | New York McGraw Hill., 2008 |
|---|---|
| Edisi | - |
| Subjek | Relationship marketing |
| ISBN/ISSN | 9780077114220 |
| Klasifikasi | NONE |
| Deskripsi Fisik | xxi, 242 p. : ill. ; 26 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |