There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more profit and value for the company than do "negotiating power" and "market dominance". This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.
Table of contents:
The Value of Relationships: Understanding the Buyer-Seller Relationships - the Roots of Relationship Marketing.- A Systematic Approach to the Buyer-Seller Relationship.- Discovering the Economics of Customer Relations.- Customer Loyalty and how It Affects Business Economics.Preconditions for Building Successful Relationships: Understanding the Driving Forces of Customer Relationships - an Actor Based Framework.- Supplier Relationship Levels.- Relationships Differ in Different Industries.Relationship Marketing Strategies: The Individualised Approach to Customer Behavior.- Generic Relationship Marketing Strategies.- Risks and Benefits of Relationships.
Table of contents:
The Value of Relationships: Understanding the Buyer-Seller Relationships - the Roots of Relationship Marketing.- A Systematic Approach to the Buyer-Seller Relationship.- Discovering the Economics of Customer Relations.- Customer Loyalty and how It Affects Business Economics.Preconditions for Building Successful Relationships: Understanding the Driving Forces of Customer Relationships - an Actor Based Framework.- Supplier Relationship Levels.- Relationships Differ in Different Industries.Relationship Marketing Strategies: The Individualised Approach to Customer Behavior.- Generic Relationship Marketing Strategies.- Risks and Benefits of Relationships.