Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention
The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketi...
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| Weitere Verfasser: | , |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Berlin, Heidelberg
Springer Berlin Heidelberg
2000
|
| Ausgabe: | 1st ed. 2000 |
| Schlagworte: | |
| Online-Zugang: | BTU01 Volltext |
| Zusammenfassung: | The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing |
| Beschreibung: | 1 Online-Ressource (XVII, 462 p) |
| ISBN: | 9783662097458 |
| DOI: | 10.1007/978-3-662-09745-8 |
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| discipline | Wirtschaftswissenschaften |
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| doi_str_mv | 10.1007/978-3-662-09745-8 |
| edition | 1st ed. 2000 |
| format | Electronic eBook |
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| spelling | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention edited by Thorsten Hennig-Thurau, Ursula Hansen 1st ed. 2000 Berlin, Heidelberg Springer Berlin Heidelberg 2000 1 Online-Ressource (XVII, 462 p) txt rdacontent c rdamedia cr rdacarrier The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing Marketing Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-604 Beziehungsmarketing (DE-588)4789127-0 s Hennig-Thurau, Thorsten edt Hansen, Ursula edt Erscheint auch als Druck-Ausgabe 9783642086229 Erscheint auch als Druck-Ausgabe 9783540669425 Erscheint auch als Druck-Ausgabe 9783662097465 https://doi.org/10.1007/978-3-662-09745-8 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention Marketing Beziehungsmanagement (DE-588)4326109-7 gnd Marketing (DE-588)4037589-4 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4326109-7 (DE-588)4037589-4 (DE-588)4789127-0 (DE-588)4236865-0 (DE-588)4143413-4 |
| title | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention |
| title_auth | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention |
| title_exact_search | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention |
| title_exact_search_txtP | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention |
| title_full | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention edited by Thorsten Hennig-Thurau, Ursula Hansen |
| title_fullStr | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention edited by Thorsten Hennig-Thurau, Ursula Hansen |
| title_full_unstemmed | Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention edited by Thorsten Hennig-Thurau, Ursula Hansen |
| title_short | Relationship Marketing |
| title_sort | relationship marketing gaining competitive advantage through customer satisfaction and customer retention |
| title_sub | Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention |
| topic | Marketing Beziehungsmanagement (DE-588)4326109-7 gnd Marketing (DE-588)4037589-4 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Marketing Beziehungsmanagement Beziehungsmarketing Kundenmanagement Aufsatzsammlung |
| url | https://doi.org/10.1007/978-3-662-09745-8 |
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