Handbook on research in relationship marketing:
Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hyp...
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| Other Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cheltenham, UK
Edward Elgar Publishing
2016
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook describes the emergence of relationship marketing as an area of increasing interest, and outlines its potential and future development as a key tool for businesses. Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. The Handbook of Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners. The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention |
| Item Description: | Enth. 14 Beitr. |
| Physical Description: | VIII, 344 Seiten |
| ISBN: | 9781783479405 9781848443686 |
Staff View
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| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:41:39Z |
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| isbn | 9781783479405 9781848443686 |
| language | English |
| lccn | 2014950741 |
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| physical | VIII, 344 Seiten |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Edward Elgar Publishing |
| record_format | marc |
| spelling | Handbook on research in relationship marketing edited by Robert M. Morgan, Janet Turner Parish, George Deitz Cheltenham, UK Edward Elgar Publishing 2016 VIII, 344 Seiten txt rdacontent n rdamedia nc rdacarrier Enth. 14 Beitr. Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook describes the emergence of relationship marketing as an area of increasing interest, and outlines its potential and future development as a key tool for businesses. Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. The Handbook of Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners. The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention Relationship marketing Customer relations Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Beziehungsmarketing (DE-588)4789127-0 s DE-604 Morgan, Robert M. (DE-588)143999117 edt Parish, Janet Turner (DE-588)135579244 edt Deitz, George Sonstige (DE-588)1066478198 oth Erscheint auch als Onlin-ausgabe 978-1-78347-863-7 DE-601 pdf/application http://www.gbv.de/dms/zbw/669426199.pdf Inhaltsverzeichnis |
| spellingShingle | Handbook on research in relationship marketing Relationship marketing Customer relations Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4789127-0 (DE-588)4143413-4 |
| title | Handbook on research in relationship marketing |
| title_auth | Handbook on research in relationship marketing |
| title_exact_search | Handbook on research in relationship marketing |
| title_full | Handbook on research in relationship marketing edited by Robert M. Morgan, Janet Turner Parish, George Deitz |
| title_fullStr | Handbook on research in relationship marketing edited by Robert M. Morgan, Janet Turner Parish, George Deitz |
| title_full_unstemmed | Handbook on research in relationship marketing edited by Robert M. Morgan, Janet Turner Parish, George Deitz |
| title_short | Handbook on research in relationship marketing |
| title_sort | handbook on research in relationship marketing |
| topic | Relationship marketing Customer relations Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Relationship marketing Customer relations Beziehungsmarketing Aufsatzsammlung |
| url | http://www.gbv.de/dms/zbw/669426199.pdf |
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