Relationship marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cambridge, Mass.
Marketing Science Inst.
2008
|
| Subjects: | |
| Online Access: | Volltext Inhaltsverzeichnis |
| Physical Description: | XIV, 142 S. graph. Darst. |
| ISBN: | 9780965711494 0965711498 |
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MARC
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Record in the Search Index
| _version_ | 1804145348079255552 |
|---|---|
| adam_text | IMAGE 1
RELEVANT KNOWLEDGE SERIES
RELATIONSHIP MARKETING
ROBERT W. PALMATIER
MARKETING SCIENCE INSTITUTE CAMBRIDGE, MASSACHUSETTS
IMAGE 2
-4
.MATIER ) MASSACHUSETTS AVE.,
.MERICA
PRODUCED, IN ANY FORM OR ERRNISSION IN WRITING FROM .R,
CONTENTS
FOREWORD VII
ACKNOWLEDGMENTS VIII
EXECUTIVE SUMMARY IX
INTRODUCTION XII I
A THEORETICAL PERSPECTIVE OF RELATIONSHIP MARKETING
1 WHAT IS RELATIONSHIP MARKETING? 3
DEFINITION 3
OVERLAP WITH OTHER MARKETING DOMAINS 5
HISTORICAL PERSPECTIVE 9
2
HOW DOES RELATIONSHIP MARKETING WORK? 13
EVOLUTION OF RELATIONSHIP MARKETING THEORY 13
INTERFIRM RELATIONSHIP MARKETING THEORY 20
INTERPERSONAL RELATIONSHIP MARKETING THEORY 26
MULTILEVEL RELATIONSHIPS 3 1
3 HOW DO RELATIONSHIPS CHANGE OVER TIME? 35
RELATIONSHIP LIFECYCLE STAGES 35
DYNAMIC VIEW OF RELATIONSHIPS 38
AN APPLIED PERSPECTIVE OF RELATIONSHIP MARKETING
4 UNDERSTANDING RELATIONSHIP MARKETING S FINANCIAL IMPACT 43
LINKING RELATIONSHIP MARKETING TO FINANCIAL OUTCOMES 43
MEASURING RELATIONSHIPS AND FINANCIAL IMPACT 49
IMAGE 3
VI * RELATIONSHIP MARKETING
5
BUILDING AND MAINTAINING STRONG RELATIONSHIPS DRIVERS OF CUSTOMER
RELATIONSHIPS RELATIONSHIP MARKETING PROGRAMS ORGANIZATIONAL ELEMENTS
AND BUSINESS PROCESSES
6
TARGETING AND ADAPTING RELATIONSHIP MARKETING STRATEGIES CUSTOMER
FACTORS SELLER FACTORS MULTILEVEL RELATIONSHIP FACTORS
ENVIRONMENTAL FACTORS
7
ENHANCING PERFORMANCE THROUGH BEST PRACTICE HOW TO BUILD AND MAINTAIN
STRONG CUSTOMER RELATIONSHIPS HOW TO ADAPT AND TARGET RELATIONSHIP
MARKETING
8
FUTURE RESEARCH DIRECTIONS AND TOPICS MEASURING RELATIONAL ASSETS
RELATIONSHIP ANTECEDENTS RELATIONSHIP OUTCOMES MULTILEVEL AND INTERGROUP
RELATIONSHIPS
NEGATIVE EFFECTS OF RELATIONSHIP MARKETING RELATIONSHIP DYNAMICS
RELATIONSHIP MARKETING BOUNDARY CONDITIONS AND CONTEXT EFFECTS
RELATIONSHIP MARKETING THEORY ALTERNATIVE RESEARCH METHODS
GLOSSARY APPENDIX NOTES REFERENCES
ABOUT THE AUTHOR ABOUTMSI RELATED MSI WORKING PAPERS
55 56 62
67
71
71
79 80
82
85
85
90
93
93
93
94
95 96
96
97 98 99
!OI
106
117 119
137
139 141
FOREWORD
THE 2006-08 MSI RESEARC CUSTOMER, TO REFLECT THE TOMERS AND THE FIRM
INTERS IS MORE FUNDAMENTAL TO UN
UNDERLYING RELATIONSHIPS TL BUILT BETWEEN CUSTOMERS AI IN THIS
MONOGRAPH, RI KNOWLEDGE SERIES, ROBERT.
OUTSTANDING COMBINATION ON THIS CRITICAL MARKETING I THE RELATIONSHIP
BETWEEN B WHILE MUCH OF THE ATTER
ISSUES SUCH AS MEASURINJ PALMATIER TAKES A MORE STR ALIGNING A COMPANY S
BUSII IN ADDITION, HE STRESSES TH, ON WHAT HE CALLS SOCIAL PI
AND SELLER-AND STRUCTURE BETWEEN THE PARTIES SUCH A TERNS. PALMATIER
NOTES THAT LISHING AND MAINTAINING IE ENTED PROGRAMS.
RELATIONSHIP MARKETIR RESEARCHERS INTERESTED IN B RELATIONSHIPS AND
MANAGE TOMERS. WE ARE VERY PLEASE THANK ROBERT PALMATIER FO
|
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| indexdate | 2024-07-09T23:18:01Z |
| institution | BVB |
| isbn | 9780965711494 0965711498 |
| language | English |
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| physical | XIV, 142 S. graph. Darst. |
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| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Marketing Science Inst. |
| record_format | marc |
| spelling | Palmatier, Robert A. Verfasser aut Relationship marketing Robert W. Palmatier Cambridge, Mass. Marketing Science Inst. 2008 XIV, 142 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 s DE-188 http://faculty.washington.edu/palmatrw/docs/MSI.RM.Book.pdf Verlag kostenfrei Volltext GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022273197&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Palmatier, Robert A. Relationship marketing Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4789127-0 |
| title | Relationship marketing |
| title_auth | Relationship marketing |
| title_exact_search | Relationship marketing |
| title_full | Relationship marketing Robert W. Palmatier |
| title_fullStr | Relationship marketing Robert W. Palmatier |
| title_full_unstemmed | Relationship marketing Robert W. Palmatier |
| title_short | Relationship marketing |
| title_sort | relationship marketing |
| topic | Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Beziehungsmarketing |
| url | http://faculty.washington.edu/palmatrw/docs/MSI.RM.Book.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022273197&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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