Relationship marketing: exploring relational strategies in marketing
"Relationship Marketing: Exploring relational strategies in marketing is a lively, engaging treatment of a vital subject. From its grounding in the theoretical and conceptual, the book reviews and analyses the importance of relationships in marketing, and their influence in modern marketing str...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England ; Munich [u.a.]
Financial Times Prentice Hall
2008
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Relationship Marketing: Exploring relational strategies in marketing is a lively, engaging treatment of a vital subject. From its grounding in the theoretical and conceptual, the book reviews and analyses the importance of relationships in marketing, and their influence in modern marketing strategies. John Egan's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners."--BOOK JACKET. |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXI, 311 S. graph. Darst. |
| ISBN: | 9780273713197 |
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| 250 | |a 3. ed. | ||
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| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
| _version_ | 1804137388586303491 |
|---|---|
| adam_text | Contents
Preface
Acknowledgements
List of figures
List of abbreviations
XIII
xvii
xix
xxi
Part I Relationships
1 100 years of marketing
Key issues
Introduction
The early days
Modern marketing
References
3
3
4
7
11
2 Relationships in marketing
Key issues
Introduction
Relationship marketing
Influences on relational strategy development
RM development
Antecedents of RM
The development of RM
Towards a definition of RM
Summary
Discussion questions
Case study: What the Willy Wonka of BSkyB knows about customers
References
Notes
16
16
16
16
18
22
26
28
32
39
39
40
41
45
viii ¦ Contents
3 Relationships 46
Key issues 46
Introduction 46
Relationships 46
Relationship forming 48
Categorising relationships 49
Relationship loyalty 54
Unrealistic relational development 61
Relationships in context 64
Summary 65
Discussion questions 65
Case study: Is personal touch worth it? 66
References 67
Notes 70
4 Relationship economics 7i
Key issues 71
Introduction 71
Relationship economics 71
Customer acquisition 73
Customer retention 73
Acquisition and retention costs 75
Economics of retention strategies 78
Marketing reality 83
Lifetime value 84
Switching costs 86
Relationship longevity 89
Knowing your customer 91
The validity of relationship economics 93
Summary 94
Discussion questions 94
Case study: Return on customer 94
References 97
Appendix: The lifetime value 99
Notes 100
5 Strategy continuum 101
Key issues 101
Introduction 101
RM in context 101
RM/TM continuum 103
Marketing implications 105
Continuum drivers 108
Summary 111
Contents ¦ ix
Discussion questions 111
Case study: Understanding and addressing your client s needs 111
References 114
Notes 115
6 Relationship drivers 116
Key issues 116
Introduction 116
Risk, salience and emotion 117
Trust and commitment 119
Perceived need for closeness 126
Customer satisfaction 127
Summary 138
Discussion questions 138
Case study: Why should we trust you? 138
References 140
Notes 143
Part II The core firm and its relationships
7 Customer partnerships 149
Key issues 149
Introduction 149
Customer focus 150
Services 152
Service industries 153
Customer service 155
Building customer relationships 159
Profit chains 165
Summary 168
Discussion questions 168
Case study: Complaints are there to be heard 168
References 170
Notes 172
8 Internal partnerships m
Key issues 173
Introduction 173
Customer-employee interface 174
Theory development 174
The internal market 176
The functional interface 177
Human resources 178
Contents
Climate and culture 180
Employee retention and loyalty 131
Empowerment 182
Operationalising empowerment 183
Internal marketing implementation 184
Conclusion 187
Summary 188
Discussion questions 188
Case study: Who are your most ardent fans? 188
References 191
Notes 192
9 Supplier partnerships 193
Key issues 193
Introduction 193
Supplier partnerships 194
Business-to-business relationship research 195
Business relationships 196
Partnering 197
Culture gap 199
Partnership costs and benefits 200
Power 201
The downside of B2B partnerships 202
Summary 203
Discussion questions 203
Case study: Building bridges 204
References 206
Notes 207
10 External partnerships 208
Key issues 208
Introduction 208
Horizontal partnerships 209
Relationship research 210
Networks and collaboration 210
Networks 211
Collaboration types 213
Developing collaborative relationships 217
Downsides 218
Other relationships 219
Conclusion 221
Summary 221
Discussion questions 221
Case study: Bouncing ideas around 222
References 223
Notes 224
Contents ¦ xi
Part III Managing and controlling the relationship
11 Relationship technology 227
Key issues 227
Introduction 227
Manufacturing technology 229
Information technology 231
Marketing types 234
The changing marketplace 240
Summary 243
Discussion questions 243
Case study: Reclaiming the customer high ground 243
References 247
Notes 249
12 Relationship management 250
Key issues 250
Introduction 250
Relationship management 252
The marketing plan 253
Objectives 255
Managing relationships 257
Criticism of RM 261
Summary 265
Discussion questions 265
Case study: A decisive edge 266
References 269
Notes 272
13 Back to the future 273
Key issues 273
Introduction 273
RM research 273
On the shoulders of giants 274
Brave new world 275
Implications 279
Summary 279
Discussion questions 280
Case study: Keep your customers cool 281
References 285
Notes 287
Glossary 288
Index 297
|
| adam_txt |
Contents
Preface
Acknowledgements
List of figures
List of abbreviations
XIII
xvii
xix
xxi
Part I Relationships
1 100 years of marketing
Key issues
Introduction
The early days
Modern marketing
References
3
3
4
7
11
2 Relationships in marketing
Key issues
Introduction
Relationship marketing
Influences on relational strategy development
RM development
Antecedents of RM
The development of RM
Towards a definition of RM
Summary
Discussion questions
Case study: What the Willy Wonka of BSkyB knows about customers
References
Notes
16
16
16
16
18
22
26
28
32
39
39
40
41
45
viii ¦ Contents
3 Relationships 46
Key issues 46
Introduction 46
Relationships 46
Relationship forming 48
Categorising relationships 49
Relationship loyalty 54
Unrealistic relational development 61
Relationships in context 64
Summary 65
Discussion questions 65
Case study: Is personal touch worth it? 66
References 67
Notes 70
4 Relationship economics 7i
Key issues 71
Introduction 71
Relationship economics 71
Customer acquisition 73
Customer retention 73
Acquisition and retention costs 75
Economics of retention strategies 78
Marketing reality 83
Lifetime value 84
Switching costs 86
Relationship longevity 89
Knowing your customer 91
The validity of relationship economics 93
Summary 94
Discussion questions 94
Case study: Return on customer 94
References 97
Appendix: The lifetime value 99
Notes 100
5 Strategy continuum 101
Key issues 101
Introduction 101
RM in context 101
RM/TM continuum 103
Marketing implications 105
Continuum drivers 108
Summary 111
Contents ¦ ix
Discussion questions 111
Case study: Understanding and addressing your client's needs 111
References 114
Notes 115
6 Relationship drivers 116
Key issues 116
Introduction 116
Risk, salience and emotion 117
Trust and commitment 119
Perceived need for closeness 126
Customer satisfaction 127
Summary 138
Discussion questions 138
Case study: Why should we trust you? 138
References 140
Notes 143
Part II The core firm and its relationships
7 Customer partnerships 149
Key issues 149
Introduction 149
Customer focus 150
Services 152
Service industries 153
Customer service 155
Building customer relationships 159
Profit chains 165
Summary 168
Discussion questions 168
Case study: Complaints are there to be heard 168
References 170
Notes 172
8 Internal partnerships m
Key issues 173
Introduction 173
Customer-employee interface 174
Theory development 174
The internal market 176
The functional interface 177
Human resources 178
Contents
Climate and culture 180
Employee retention and loyalty 131
Empowerment 182
Operationalising empowerment 183
Internal marketing implementation 184
Conclusion 187
Summary 188
Discussion questions 188
Case study: Who are your most ardent fans? 188
References 191
Notes 192
9 Supplier partnerships 193
Key issues 193
Introduction 193
Supplier partnerships 194
Business-to-business relationship research 195
Business relationships 196
Partnering 197
Culture gap 199
Partnership costs and benefits 200
Power 201
The downside of B2B partnerships 202
Summary 203
Discussion questions 203
Case study: Building bridges 204
References 206
Notes 207
10 External partnerships 208
Key issues 208
Introduction 208
Horizontal partnerships 209
Relationship research 210
Networks and collaboration 210
Networks 211
Collaboration types 213
Developing collaborative relationships 217
Downsides 218
Other relationships 219
Conclusion 221
Summary 221
Discussion questions 221
Case study: Bouncing ideas around 222
References 223
Notes 224
Contents ¦ xi
Part III Managing and controlling the relationship
11 Relationship technology 227
Key issues 227
Introduction 227
Manufacturing technology 229
Information technology 231
Marketing types 234
The changing marketplace 240
Summary 243
Discussion questions 243
Case study: Reclaiming the customer high ground 243
References 247
Notes 249
12 Relationship management 250
Key issues 250
Introduction 250
Relationship management 252
The marketing plan 253
Objectives 255
Managing relationships 257
Criticism of RM 261
Summary 265
Discussion questions 265
Case study: A decisive edge 266
References 269
Notes 272
13 Back to the future 273
Key issues 273
Introduction 273
RM research 273
On the shoulders of giants 274
Brave new world 275
Implications 279
Summary 279
Discussion questions 280
Case study: Keep your customers cool 281
References 285
Notes 287
Glossary 288
Index 297 |
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| spelling | Egan, John Verfasser aut Relationship marketing exploring relational strategies in marketing John Egan 3. ed. Harlow, England ; Munich [u.a.] Financial Times Prentice Hall 2008 XXI, 311 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Relationship Marketing: Exploring relational strategies in marketing is a lively, engaging treatment of a vital subject. From its grounding in the theoretical and conceptual, the book reviews and analyses the importance of relationships in marketing, and their influence in modern marketing strategies. John Egan's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners."--BOOK JACKET. Relationship marketing Unternehmen (DE-588)4061963-1 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 s Unternehmen (DE-588)4061963-1 s 1\p DE-604 Beziehungsmarketing (DE-588)4789127-0 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016322197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Egan, John Relationship marketing exploring relational strategies in marketing Relationship marketing Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4789127-0 (DE-588)4326109-7 |
| title | Relationship marketing exploring relational strategies in marketing |
| title_auth | Relationship marketing exploring relational strategies in marketing |
| title_exact_search | Relationship marketing exploring relational strategies in marketing |
| title_exact_search_txtP | Relationship marketing exploring relational strategies in marketing |
| title_full | Relationship marketing exploring relational strategies in marketing John Egan |
| title_fullStr | Relationship marketing exploring relational strategies in marketing John Egan |
| title_full_unstemmed | Relationship marketing exploring relational strategies in marketing John Egan |
| title_short | Relationship marketing |
| title_sort | relationship marketing exploring relational strategies in marketing |
| title_sub | exploring relational strategies in marketing |
| topic | Relationship marketing Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| topic_facet | Relationship marketing Unternehmen Beziehungsmarketing Beziehungsmanagement |
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