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Relationship marketing : management of customer relationships / 由 Bruhn, Manfred

主题: “...Customer relations...”

Relationship marketing : management of customer relationships 由 Bruhn, Manfred

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Relationship marketing : exploring relational strategies in marketing 由 Egan, John

主题: “...Relationship Marketing...”

Relationship marketing : exploring relational strategies in marketing 由 Egan, J.

主题: “...Relationship marketing...”

Relationship marketing : exploring relational strategies in marketing 由 Egan, John

书本目录: “...Preface ix Acknowledgements xi List of abbreviations xiv Part I RELATIONSHIPS 1 (110) Relationships in marketing 3 (27) Key issues 3 (1) Introduction 3 (1) Influences on relational strategy development 4 (4) RM development 8 (4) Antecedents of RM 12 (2) The development of RM 14 (4) Towards a definition of RM 18 (6) Summary 24 (1) Discussion questions 25 (1) Case study: Now that's really radical 25 (2) References 27 (3) Relationships 30 (21) Key issues 30 (1) Introduction 30 (1) Relationships 30 (1) Relationship forming 31 (1) Categorising relationships 32 (4) Relationship loyalty 36 (6) Unrealistic relationship development 42 (3) Relationships in context 45 (1) Summary 46 (1) Discussion questions 46 (1) Case study: Manchester United plans to establish fans' forum 47 (1) References 48 (3) Relationship economics 51 (24) Key issues 51 (1) Introduction 51 (1) Relationship economics 51 (2) Customer acquisition 53 (1) Customer retention 53 (1) Acquisition and retention costs 54 (3) Economics of retention strategies 57 (5) Marketing reality 62 (1) Lifetime value 63 (1) Switching costs 64 (2) Relationship longevity 66 (2) Knowing your customer 68 (2) The validity of relationship economics 70 (1) Summary 71 (1) Discussion questions 71 (1) Case study: IKEA has to look out for retailer's friendly touch 71 (2) References 73 (2) Strategy continuum 75 (13) Key issues 75 (1) Introduction 75 (1) RM in context 75 (1) RM/TM continuum 76 (3) Marketing implications 79 (1) Continuum drivers 80 (3) Summary 83 (1) Discussion questions 84 (1) Case study: Inside track 84 (2) References 86 (2) Relationship drivers 88 (23) Key issues 88 (1) Introduction 88 (1) Risk, salience and emotion 88 (3) Trust and commitment 91 (5) Perceived need for closeness 96 (1) Customer satisfaction 97 (9) Summary 106 (1) Discussion questions 107 (1) Case study: A question of trust 107 (2) References 109 (2) Part II THE CORE FIRM AND ITS RELATIONSHIPS 111 (74) Customer partnerships 115 (22) Key issues 115 (1) Introduction 115 (1) Customer focus 115 (2) Services 117 (2) Service industries 119 (2) Customer service 121 (3) Building customer relationships 124 (6) Profit chains 130 (3) Summary 133 (1) Discussion questions 133 (1) Case study: Mr Clean: biography of Toffael Rashid 133 (2) References 135 (2) Internal partnerships 137 (18) Key issues 137 (1) Introduction 137 (1) Customer--employee interface 137 (1) Theory development 138 (2) The internal market 140 (1) The functional interface 141 (3) Climate and culture 144 (1) Employee retention and loyalty 144 (1) Empowerment 145 (2) IM implementations 147 (2) Conclusion 149 (1) Summary 150 (1) Discussion questions 151 (1) Case study: Employees hold key to thwarting the competition 151 (1) References 152 (3) Supplier partnerships 155 (13) Key issues 155 (1) Introduction 155 (1) Supplier partnerships 156 (1) Business-to-business relationship research 156 (1) Business relationships 157 (2) Partnering 159 (1) Culture gap 160 (1) Partnership costs and benefits 161 (1) Power 162 (1) The downside of B2B partnerships 162 (2) Summary 164 (1) Discussion questions 164 (1) Case study: What to buy 164 (2) References 166 (2) External partnerships 168 (17) Key issues 168 (1) Introduction 168 (1) Horizontal partnerships 168 (1) Relationship research 169 (1) Networks and collaboration 170 (1) Networks 171 (1) Collaboration 172 (1) Collaboration types 172 (3) Developing collaborative relationships 175 (3) Downsides 178 (1) Other relationships 179 (2) Conclusion 181 (1) Summary 181 (1) Discussion questions 181 (1) Case study: Star Alliance saving customers $100 million annually 182 (1) References 183 (2) Part III MANAGING AND CONTROLLING THE RELATIONSHIP 185 (40) Relationship technology 187 (19) Key issues 187 (1) Introduction 187 (2) Manufacturing technology 189 (2) Information technology 191 (3) Marketing types 194 (4) The changing marketplace 198 (3) Summary 201 (1) Discussion questions 202 (1) Case study: End of the line for loyalty? ...”

Public-Private Sector Relationship in Economic Development Search for effective balance 由 NKYA,Estomih J.

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Incentive regulation

主题: “...Long run regulation...”

The regulation of gambling : European and national perspectives

Reforming regulation : processes and problems / 由 White, Lawrence J.

主题: “...Trade regulation United States...”

Choices in relationships : an introduction to marriage and the family / 由 Knox, David

The casework relationship 由 Biestek F.P

Waste regulation law / 由 Laurence, Duncan

书本目录: “...The duty of care. The special waste regulations. Transfrontier waste shipments. Registration of waste carriers and waste brokers. ...”

The banking regulation review

International securities regulation: 由 edited by Rosen,R.C

Principles of bank regulation / 由 Malloy, Michael P.

Mortgage regulation for intermediaries

Regulating corporate crime : comparative appraisal of the legal framework on environmental crimes by mining companies in Tanzania and Germany 由 Massawe, Hanifa Twaha

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Regulating mining in Africa : for whose benefit? /

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Internet law and regulation / 由 Smith, Graham J. H.

Services management and marketing A customer relationship management approach 由 Gronroos, Christian

主题: “...Customer relation...”