Relationship Marketing

A Consumer Experience Approach

Steve Baron author Gary Warnaby author Tony Conway author

Format:Paperback

Publisher:SAGE Publications Inc

Published:20th Apr '10

Currently unavailable, and unfortunately no date known when it will be back

This paperback is available in another edition too:

Relationship Marketing cover

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.

′The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student′ -


Professor Angus Laing, Dean of Business and Economics,
Loughborough University

′The authors have to be congratulated for bringing relationship marketing into the 21st century by incorporating key concepts such as service-dominant logic, social networks, and consumer experience modellng. The effort is highly commendable as the insights from the book are substantive for a varied readership′ -
Thorsten Gruber, Lecturer (Assistant Professor) in Marketing and Service Management,
Manchester Business School

ISBN: 9781412931229

Dimensions: unknown

Weight: 390g

216 pages