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" Relationship Marketing : "
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BL
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| Record Number
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845310
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| Main Entry
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Baron, Steve.
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| Title & Author
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Relationship Marketing : : a Consumer Experience Approach.
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| Publication Statement
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London :: Sage Publications,, 2010.
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| Series Statement
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Sage Advanced Marketing Series
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| Page. NO
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1 online resource (217 pages)
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| ISBN
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1283288710
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: 1446200086
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: 1446200310
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: 9781283288712
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: 9781446200087
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: 9781446200315
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1412931215
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1412931223
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9781412931212
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9781412931229
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Origins and history of relationship marketing -- Relationship marketing themes -- Customer retention and loyalty -- Relationship marketing: a change in perspective? -- Frameworks for analysing the consumer experience -- Consumer resources: use and integration -- Introducing consumer experience modelling -- Consumer experience modelling: value enhancers and inhibitors -- Communities within 'experiential networks' -- Social networks: C2C exchanges and relationships -- Issues for the future.
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| Abstract
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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 behavior, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of rel.
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| Subject
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Customer relations.
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Relationship marketing.
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BUSINESS ECONOMICS-- Customer Relations.
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Customer relations.
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Relationship marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.55
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| Added Entry
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Conway, Tony.
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Warnaby, Gary.
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