UID:
almafu_9958127813102883
Umfang:
1 online resource (369 p.)
Ausgabe:
2nd ed.
ISBN:
9780585458081
,
1-281-02216-0
,
0-08-051937-7
,
9786611022167
,
1-136-35426-3
Inhalt:
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Anmerkung:
Previous ed.: 1999.
,
""Total Relationship Marketing""; ""Copyright""; ""Contents""; ""Figures and tables""; ""Preface and acknowledgements""; ""Introduction""; ""Chapter 1 Rethinking marketing""; ""What are RM, CRM and 1to1?""; ""Society is a network of relationships � and so is business!""; ""The roots of RM""; ""Basic values of marketing""; ""RM versus transaction marketing""; ""Common sense, intuition and experience""; ""What do we see through the relationship eye-glasses?""; ""General properties of relationships, networks and interaction""
,
""The 30Rs of RM � introductory specification of thirty relationships""""Chapter 2 Classic market relationships""; ""Relationship 1 The classic dyad � the relationship between the supplier and the customer""; ""Relationship 2 The classic triad � the drama of the customer�supplier�competitor triangle""; ""Relationship 3 The classic network � distribution channels""; ""Chapter 3 Special market relationships""; ""Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)""
,
""Relationship 5 The service encounter � interaction between customers and service providers""""Relationship 6 The many-headed customer and the many-headed supplier""; ""Relationship 7 The relationship to the customer�s customer""; ""Relationship 8 The close versus the distant relationship""; ""Relationship 9 The relationship to the dissatisfied customer""; ""Relationship 10 The monopoly relationship � the customer or supplier as prisoners""; ""Relationship 11 The customer as �member�""; ""Relationship 12 The e-relationship""
,
""Relationship 13 Parasocial relationships � relationships to brands and objects""""Relationship 14 The non-commercial relationship""; ""Relationship 15 The green relationship""; ""Relationship 16 The law-based relationship""; ""Relationship 17 The criminal network""; ""Chapter 4 Mega relationships""; ""Relationship 18 Personal and social networks""; ""Relationship 19 Mega marketing � the real �customer� is not always found in the marketplace""; ""Relationship 20 Alliances change the market mechanisms""; ""Relationship 21 The knowledge relationship""
,
""Relationship 22 Mega alliances change the basic conditions for marketing""""Relationship 23 The mass media relationship""; ""Chapter 5 Nano relationships""; ""Relationship 24 Market mechanisms are brought inside the company""; ""Relationship 25 Internal customer relationships""; ""Relationship 26 Quality and customer orientation: the relationship between operations management and marketing""; ""Relationship 27 Internal marketing � relationships with the �employee market�""; ""Relationship 28 The two-dimensional matrix relationship""
,
""Relationship 29 The relationship to external providers of marketing services""
,
English
Weitere Ausg.:
ISBN 0-7506-5407-4
Weitere Ausg.:
ISBN 0-585-45808-1
Sprache:
Englisch
