Overview

The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market­ ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a ""new­ old"" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing.

Full Product Details

Author:   Thorsten Hennig-Thurau ,  Ursula Hansen
Publisher:   Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Imprint:   Springer-Verlag Berlin and Heidelberg GmbH & Co. K
Edition:   Softcover reprint of the original 1st ed. 2000
Dimensions:   Width: 15.50cm , Height: 2.40cm , Length: 23.50cm
Weight:   0.730kg
ISBN:  

9783642086229

ISBN 10:   3642086225
Pages:   462
Publication Date:   01 December 2010
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Preface.- A Basic Issues in Relationship Marketing.- 1 Relationship Marketing — Some Reflections on the State-of-the-Art of the Relational Concept.- 2 Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- 3 Relationship Marketing at Volkswagen.- 4 Relationship Marketing at Loewe Opta.- B Strategic Options in Relationship Marketing.- 5 Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- 6 Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- 7 Relationship Marketing Success Through Investments in Services.- 8 Relationship Marketing Success Through Investments in Customers.- 9 Relationship Marketing Success Through Investments in Products — The Case of BSH.- C Personnel as a Key to Relationship Marketing Success.- 10 The Importance of Internal Relationship Marketing for External Relationship Success.- 11 Internal Marketing and its Consequences for Complaint Handling Effectiveness.- 12 Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations.- D Information and Communication Technologies: The Heart of Relationship Marketing?.- 13 Using New Media for Customer Interaction: A Challenge for Relationship Marketing.- 14 Enterprise Customer Management: Integrating Corporate and Customer Information.- E International Dimensions of Relationship Marketing.- 15 Cultural Influences on Relationship Marketing.- 16 Internationalization of Encounter-Based Relationship Strategies.- F Relationship Marketing from a Services Marketing Perspective.- 17 Services Relationship Marketing: A Sector Case Study.- 18 Customer Relationship Marketing in the Airline Industry.- 19 The Close Connection BetweenRelationship Marketing and Marketing Research: The Globus Experience.- G The Pitfalls and Limitations in Relationship Marketing: Some Critical Issues.- 20 Relationship Marketing from a Consumer Policy Perspective.- 21 Why Customers Build Relationships with Companies — and Why not.- 22 The Three Rs of Relationship Marketing: Retroactive, Retrospective, Retrogressive.- 23 Lost in Relationship-Marketing Space: The Limitations of Relationship Marketing from the Perspective of the Consumer.- Brand / Company Index.- About the Contributors.

Reviews

Author Information

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions