Customer relationship marketing: theoretical and managerial perspectives
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
New Jersey ; London ; Singapore
World Scientific
[2021]
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Physical Description: | xxii, 348 Seiten Illustrationen, Diagramme |
| ISBN: | 9781944659714 9781944659745 |
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| adam_text | Contents Preface Customer Relationship Marketing (CRM): Models xv About the Authors Commendations and Frameworks xix 24 Dwyer et al. s (1987) Model xxi 24 Morgan and Hunts Trust-Commitment Chapter 1 Introduction to Customer Relationship Marketing..............................1 Model (1994) Overview 1 Opening Vignettes 2 Introduction 4 Evolving Definitions of Relationship Marketing 4 Engagement Marketing vs. Traditional and Relationship Marketing 6 Book Overview 7 Key Takeaways 13 Exercises 14 Questions 14 Group Discussion 15 HBS and Ivey Cases 15 Case Questions 15 AnswerDash 15 Reinventing Best Buy 15 Chase Sapphire 16 Laurs Bridž 16 Extensions) References Experience Model 16 25 Service Dominant (S-D) Logic (Vargo and Lusch, 2004 with Subsequent 27 Interpersonal Relationship Marketing (B2C) Model — Palmatier (2008) 29 Palmatier s Interfirm Relationship Marketing (B2B) Model (2008) 31 Relationship Quality 32 Relationship Breadth 32 Relationship Composition Relationship Strength 33 Relationship Efficacy 33 32 Kumar et al.’s (2009) Reverse Logic Framework to Relationship Marketing 33 Van Doorn et al.’s (2010) Customer Engagement Behavior (CEB) Model 35 Harmeling et al.’s (2017) Customer Engagement Marketing Theory 37 Lemon and Verhoefs (2016) Customer 38 Customer Valuation Model — Kumars (2018) Chapter 2 Customer Relationship Marketing: Theories, Models, and Frameworks.......21 Overview 21 Opening Vignettes Model 40 Key Takeaways Exercises 44 Questions 22 Introduction: The Paradigm Shift 42 44 Group Discussion 23 HBS and Ivey Cases 44 45
Contents Case Questions Buyer-Seller Satisfaction in Channel 45 AnswerDash Relationships 45 Reinventing Best Buy Chase Sapphire Laurs Bridž References 73 Buyer-Seller Dependence, Trust, and 45 Commitment in Channel Relationships 46 Antecedents of Buyer-Seller Dependence, 46 Trust, and Commitment in Channel 46 Relationships 76 Chapter 3 Building Business-to-Business (B2B) Relationships.............................................51 Service Dominant (S-D) Logic Framework In Overview Buyer-Seller Relationship 51 Opening Vignettes Introduction 52 Authoritative, Contractual, and Normative Control in Channel Relationships 78 80 Value Creation in Buyer-Seller 54 Relationship 82 A Generalized Stakeholder Framework Upstream Relationship Marketing of Relationship Marketing Opportunities 55 83 Relationship with Customer Markets-Channel What Binds Manufacturers to Suppliers? Intermediaries Potential Outcomes of Supplier 58 Relationship with Customer Markets-End Users 59 Relationships 83 84 Downstream Relationship Marketing Relationship with Supplier Markets 59 Relationship with Competitor Markets Opportunities 60 Relationship with External Influence Markets 74 What Binds Manufacturers to Distributors and Retailers? 61 87 Relationship Management Capability Relationship with Internal Markets 62 Key Takeaways Broadening Relationship Marketing Programs: Functional-Structural-Strategic Levels Functional Level (Level 1) Strategic Level (Level 3) 63 Exercises 90 92 Group Discussion 64 Case Questions 66 66 Alliance Partnership Capabilities 94 Laurs Bridž 67 References 94 94 AnswerDash Types of
Strategic Alliances 93 HBS and Ivey Cases 65 88 92 Questions 63 Structural Level (Level 2) Strategic Alliances 85 95 95 Knowledge Acquisition through Strategic Alliances 68 Learning from Cross-Sector Alliances 69 Trust-Based Performance Improvement in Strategic Alliances 70 Chapter 4 Building Business-to-Customer (B2C) Relationships: Purchase and Non-Purchase Behavior........................ 105 Relationship Dynamics In Buyer-Seller Channel Overview Relationships Opening Vignettes 71 105 106 Dependence and Interdependence — Social Introduction: Building Business-to-Customer (B2c) Psychological Mechanism Relationships by Stimulating Purchase Behavior 71 107
Contents Multiple Mechanisms to Stimulate Purchase Behavior 108 Stakeholder Relationship Quality Employees as Internal Stakeholders 137 140 Instrumental Benefits: Monetary and Stakeholder Relationship Criteria Non-Monetary Rewards 108 Pillars of Stakeholder Relationship Quality Symbolic Benefits: Status 109 Dimensions of Stakeholder Relationship Quality 141 Emotional Benefits: Relational Bond 110 Cognitive Benefits: Learning Customers as External (Proximal) and Habit Stakeholders 111 140 142 Building B2C Relationships by Stimulating Stakeholder Relationship Criteria Non-Purchase Behavior Pillars of Stakeholder Relationship 112 142 Definition and Characteristics of Customer Quality Engagement Behavior (CEBs) Dimensions of Stakeholder Relationship 115 Multiple Motivations to Stimulate Customer Engagement 117 117 Identification-Based Motivation Justice-Based Motivation Goal-Based Motivation 118 119 121 Marketing-Mix Customization Employee Engagement 144 Customer Engagement 146 147 122 Engagement Employee-Customer Engagement Strategies 125 Segment 126 Low-High (Low CE and High EE) 126 Reinventing Best Buy Chase Sapphire Laurs Bridž 151 High-Low (High CE and Low EE) Segment 151 Segment Case Questions 126 AnswerDash 126 152 Low-Low (Low CE and Low EE) Segment 127 152 Employee Engagement Scoreboard 127 128 Key Takeaways Exercises 128 135 Opening Vignettes 153 155 Questions Chapter 5 Building Employee-Customer Relationship Quality and Engagement Strategies: A Stakeholder Framework...................... 135 Overview 150 High-High (High CE and High EE) HBS and Ivey Cases 155 Group
Discussion 155 HBS and Ivey Cases Case Questions 156 156 AnswerDash 156 Re-inventing Best Buy 136 Chase Sapphire Introduction: A Stakeholder Framework Stakeholder Relationship Criteria 144 Moderators of Employee-Customer 123 Questions 125 Group Discussion References 144 Theories Customer Engagement: Opportunities for Exercises Quality Employee-Customer Engagement 120 Control-Based Motivation Key Takeaways 143 Employee-Customer Engagement Research Relationship-Based Motivation 140 137 137 Laurs Bridž References 157 157 157 156 152 151
Contents Chapter 6 Customer Relationship Marketing: Analytical Models and Strategies.........165 Overview 183 Customer Acquisition Customer Churn 166 Introduction: Measuring Customer Value Traditional CRM Models 183 183 184 Customer Win Back 167 184 Customer Segmentation Strategies using CLV 167 RFM Approach 167 and Size of Unused Wallet (SUW) Share of Wallet 168 Extending CLV to Customer Engagement Past Customer Value Value 168 Contemporary CLV-Based Models 184 186 Linking Customer Equity to Shareholder 169 Aggregate Approach 169 Value Individual Approach 170 Strategies for Maximizing Relationship Equity: (Venkatesan and Kumar, 2004) Key Takeaways 170 Exercises Estimating Models Simultaneously ( Venkatesan et al., 2007) 187 Role of Qualitative Research Estimating Models Independently 189 191 Brand Switching Approach Group Discussion (Rust et al., 2004) HBS and Ivey Cases 172 (Rust et al., 2011) Case Questions 192 192 192 AnswerDash 172 192 Customer Migration Model Reinventing Best Buy (Dwyer, 1997) Chase Sapphire 172 Laurs Bridž Deterministic Model (Jain and Singh, 2002) References 173 Probabilistic Model (Dreze and Bonfrer, 2009) 173 Structural Model (Sunder et al, 2016) A Primer on Customer Lifetime Value (CLV) Segment-wise Calculation of CLV Advanced Measurement of CLV Individual CLV Calculation Models of Customer Engagement Customer Referrals Measurement of CRV Customer Influence Customer Knowledge 175 176 177 177 Referral Seeding Strategies 178 179 180 182 Developing and Implementing CRM Strategies 183 174 173 174 188 191 Questions 171 Monte Carlo Simulation Algorithm
Xll Value (CLV) Customer Retention 165 Opening Vignettes Strategies for Maximizing Customer Lifetime 193 193 193 194 Chapter 7 Building B2C Relationships: Brand Equity and Customer-Brand Relationship............................................. 197 Overview 197 Opening Vignettes 198 Introduction: Definition and Dimensions of Brand Equity 199 Firm-Based Brand Equity 200 Customer-Based Brand Equity Integrative Brand Equity 201 204 Brand Equity Creation from Relationship Marketing (RM) Perspective 208 Customer-Based Brand Equity Market Signaling 209 208
Contents Brand Identity 211 Customer-Brand Relationship Key Takeaways 213 214 Exercises 215 Questions 215 Group Discussion Overview AnswerDash 245 Opening Vignettes 215 HBS and Ivey Cases Case Questions 216 Introduction 216 246 247 The Hunt-Vitell (H-V) Theory of Marketing Ethics Normative Marketing Ethics 216 Reinventing Best Buy Social Exchange Model of Justice 218 253 Instrumental Model of Justice 254 Overview 223 224 255 Moral Authority in the Marketplace Taking a Stance 257 258 Moderating Factors Influencing the Impact of Generalized Favorability Market Prominence Societal Ethicality 225 227 Product and Service Efficacy Taking a Stance 260 Digital Marketing and Privacy: An Ethical 227 228 Perspective 260 Key Takeaways 229 Exercises 262 264 Corporate Reputation and Customer Questions Relationship Marketing (CRM) Group Discussion 229 Symbolic-Instrumental Framework of Customers’ Perceptions of Corporate 264 264 HBS and Ivey Cases Case Questions 265 265 Reputation 231 AnswerDash Key Takeaways 235 Reinventing Best Buy 236 Questions Laurs Bridz 237 HBS and Ivey Cases 238 Re-inventing Best Buy Chase Sapphire Laurs 8í Bridz 240 References 266 266 267 267 238 238 AnswerDash References 265 Chase Sapphire 236 Group Discussion Case Questions 257 Moderating Factors Influencing the Relationship 225 Conceptualizing Corporate Reputation Exercises 254 Moral Authority and Taking a Stance Opening Vignettes Introduction Moral Foundations Theory 251 252 Group-Value Model of Justice Heuristic Model of Justice Chapter 8 Building B2C Relationships: Corporate Reputation and Customer-Brand
Relationship............................................. 223 247 249 Normative Ideals: Justice-Based Theories 216 Chase Sapphire 217 Laurs Bridž 217 References Chapter 9 Ethical Foundations of Customer Relationship Marketing......................... 245 239 239 238 Chapter 10 Customer Relationship Marketing: Digital Marketing and Social Media........................................................273 Overview 273 Opening Vignettes 274 ХШ
Contents Introduction: Digital Marketing And Relationship Introduction Marketing Static Versus Dynamic Views of Relationship 275 Search Engine Advertising Financial Versus Engagement Outcomes 275 Mobile Marketing 276 Engagement Strategies and Relationship Internet of Things 278 Stages Digital Marketing: A Framework Digital and Social Media Strategies 280 Marketing Marketing Strategies 282 315 Customer Expectations/Entitlement Social Commerce: A Contingency Framework Social Media: Functional Blocs Framework 284 285 Customer Heterogeneity Customer Reactance 316 Multiple Facets of Customer-Company Media Marketing Identification Identity Function: Brand Personality 286 316 Identification 316 Conversation Function: Customer Dis-identification Engagement Ambivalent Identification 288 Sharing Function: Crisis Management 290 Presence Function: The “Like” Button 291 315 315 Critical Issues in the Implementation Of Social 286 312 314 Unintended Consequences of Relationship 282 311 313 Social Media Marketing and Relationship Understanding Social Media 317 Neutral Identification 318 318 Role of Normative Ethics in Relationship Relationship Function: Social Customer Marketing Relationship Marketing (CRM) Modeling New Types of Costs in Customer’s Value Reputation Function: eWOM 292 293 Group Function: Brand Community Seven Steps to Social Media Success Key Takeaways Exercises 294 295 296 299 HBS and Ivey Cases Case Questions 300 Case Questions 300 Chapter 11 Future of Customer Relationship Marketing: New Directions for Research............................................. 309 Opening
Vignettes 310 325 325 325 AnswerDash Chase Sapphire 301 Laurs Bridž 301 References 302 309 324 HBS and Ivey Cases 300 Re-inventing Best Buy 322 Group Discussion 300 321 324 Questions Group Discussion Overview in B2B Relationship Marketing Key Takeaways 299 320 Challenges and New Research Opportunities Exercises AnswerDash 319 Perception: Case for Privacy 299 Questions XIV 311 325 Reinventing Best Buy Chase Sapphire Laurs 8c Bridz References 328 Subject Index 333 Company Index 343 Name Index 345 327 328 326
Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-ofthe-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: • In Chapter 1, we provide a formal definition of marketing followed by several definitions of relationship marketing highlighting the key aspects of this concept • In Chapter 2, we map the evolution of customer relationship marketing, examining its lifecycle stages of adoption, development, and expansion in buslness-to-customer (B2C) marketing over the last three decades • In Chapter 3, we focus our attention exclusively to business-to-business (B2B) relationships • In Chapter 4, we first discuss how firms build and sustain business-to-customer (B2C) relationships by stimulating customer purchase behavior via loyalty programs. Then we discuss how firms build and sustain B2C relationships by stimulating customer non-purchase behavior via engagement strategies • In Chapter 5, we first examine relationship quality from a stakeholder perspective followed by employee-customer engagement
theories and strategies • In Chapter 6, we discuss CRM-based analytical models, both for purchase and non-purchase customer behavior including CLV, CRV, CIV, and CKV models • In Chapter 7, we first discuss brand equity from the firm’s perspective, followed by customer-based brand equity — its definition and dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty • In Chapter 8, we discuss the linkage between corporate reputation and customer-brand relationship • In Chapter 9, we discuss the ethical foundations of customer relationship marketing • In Chapter 10, we examine the intricate relationship between digital and social media marketing and customer brand relationship • In Chapter 11, we discuss several important research directions that seem promising as a result of access to big data, availability of computing power, and emerging models of estimating customer lifetime value for both transaction and engagement-based activities
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Contents Preface Customer Relationship Marketing (CRM): Models xv About the Authors Commendations and Frameworks xix 24 Dwyer et al. s (1987) Model xxi 24 Morgan and Hunts Trust-Commitment Chapter 1 Introduction to Customer Relationship Marketing.1 Model (1994) Overview 1 Opening Vignettes 2 Introduction 4 Evolving Definitions of Relationship Marketing 4 Engagement Marketing vs. Traditional and Relationship Marketing 6 Book Overview 7 Key Takeaways 13 Exercises 14 Questions 14 Group Discussion 15 HBS and Ivey Cases 15 Case Questions 15 AnswerDash 15 Reinventing Best Buy 15 Chase Sapphire 16 Laurs Bridž 16 Extensions) References Experience Model 16 25 Service Dominant (S-D) Logic (Vargo and Lusch, 2004 with Subsequent 27 Interpersonal Relationship Marketing (B2C) Model — Palmatier (2008) 29 Palmatier s Interfirm Relationship Marketing (B2B) Model (2008) 31 Relationship Quality 32 Relationship Breadth 32 Relationship Composition Relationship Strength 33 Relationship Efficacy 33 32 Kumar et al.’s (2009) Reverse Logic Framework to Relationship Marketing 33 Van Doorn et al.’s (2010) Customer Engagement Behavior (CEB) Model 35 Harmeling et al.’s (2017) Customer Engagement Marketing Theory 37 Lemon and Verhoefs (2016) Customer 38 Customer Valuation Model — Kumars (2018) Chapter 2 Customer Relationship Marketing: Theories, Models, and Frameworks.21 Overview 21 Opening Vignettes Model 40 Key Takeaways Exercises 44 Questions 22 Introduction: The Paradigm Shift 42 44 Group Discussion 23 HBS and Ivey Cases 44 45
Contents Case Questions Buyer-Seller Satisfaction in Channel 45 AnswerDash Relationships 45 Reinventing Best Buy Chase Sapphire Laurs Bridž References 73 Buyer-Seller Dependence, Trust, and 45 Commitment in Channel Relationships 46 Antecedents of Buyer-Seller Dependence, 46 Trust, and Commitment in Channel 46 Relationships 76 Chapter 3 Building Business-to-Business (B2B) Relationships.51 Service Dominant (S-D) Logic Framework In Overview Buyer-Seller Relationship 51 Opening Vignettes Introduction 52 Authoritative, Contractual, and Normative Control in Channel Relationships 78 80 Value Creation in Buyer-Seller 54 Relationship 82 A Generalized Stakeholder Framework Upstream Relationship Marketing of Relationship Marketing Opportunities 55 83 Relationship with Customer Markets-Channel What Binds Manufacturers to Suppliers? Intermediaries Potential Outcomes of Supplier 58 Relationship with Customer Markets-End Users 59 Relationships 83 84 Downstream Relationship Marketing Relationship with Supplier Markets 59 Relationship with Competitor Markets Opportunities 60 Relationship with External Influence Markets 74 What Binds Manufacturers to Distributors and Retailers? 61 87 Relationship Management Capability Relationship with Internal Markets 62 Key Takeaways Broadening Relationship Marketing Programs: Functional-Structural-Strategic Levels Functional Level (Level 1) Strategic Level (Level 3) 63 Exercises 90 92 Group Discussion 64 Case Questions 66 66 Alliance Partnership Capabilities 94 Laurs Bridž 67 References 94 94 AnswerDash Types of
Strategic Alliances 93 HBS and Ivey Cases 65 88 92 Questions 63 Structural Level (Level 2) Strategic Alliances 85 95 95 Knowledge Acquisition through Strategic Alliances 68 Learning from Cross-Sector Alliances 69 Trust-Based Performance Improvement in Strategic Alliances 70 Chapter 4 Building Business-to-Customer (B2C) Relationships: Purchase and Non-Purchase Behavior. 105 Relationship Dynamics In Buyer-Seller Channel Overview Relationships Opening Vignettes 71 105 106 Dependence and Interdependence — Social Introduction: Building Business-to-Customer (B2c) Psychological Mechanism Relationships by Stimulating Purchase Behavior 71 107
Contents Multiple Mechanisms to Stimulate Purchase Behavior 108 Stakeholder Relationship Quality Employees as Internal Stakeholders 137 140 Instrumental Benefits: Monetary and Stakeholder Relationship Criteria Non-Monetary Rewards 108 Pillars of Stakeholder Relationship Quality Symbolic Benefits: Status 109 Dimensions of Stakeholder Relationship Quality 141 Emotional Benefits: Relational Bond 110 Cognitive Benefits: Learning Customers as External (Proximal) and Habit Stakeholders 111 140 142 Building B2C Relationships by Stimulating Stakeholder Relationship Criteria Non-Purchase Behavior Pillars of Stakeholder Relationship 112 142 Definition and Characteristics of Customer Quality Engagement Behavior (CEBs) Dimensions of Stakeholder Relationship 115 Multiple Motivations to Stimulate Customer Engagement 117 117 Identification-Based Motivation Justice-Based Motivation Goal-Based Motivation 118 119 121 Marketing-Mix Customization Employee Engagement 144 Customer Engagement 146 147 122 Engagement Employee-Customer Engagement Strategies 125 Segment 126 Low-High (Low CE and High EE) 126 Reinventing Best Buy Chase Sapphire Laurs Bridž 151 High-Low (High CE and Low EE) Segment 151 Segment Case Questions 126 AnswerDash 126 152 Low-Low (Low CE and Low EE) Segment 127 152 Employee Engagement Scoreboard 127 128 Key Takeaways Exercises 128 135 Opening Vignettes 153 155 Questions Chapter 5 Building Employee-Customer Relationship Quality and Engagement Strategies: A Stakeholder Framework. 135 Overview 150 High-High (High CE and High EE) HBS and Ivey Cases 155 Group
Discussion 155 HBS and Ivey Cases Case Questions 156 156 AnswerDash 156 Re-inventing Best Buy 136 Chase Sapphire Introduction: A Stakeholder Framework Stakeholder Relationship Criteria 144 Moderators of Employee-Customer 123 Questions 125 Group Discussion References 144 Theories Customer Engagement: Opportunities for Exercises Quality Employee-Customer Engagement 120 Control-Based Motivation Key Takeaways 143 Employee-Customer Engagement Research Relationship-Based Motivation 140 137 137 Laurs Bridž References 157 157 157 156 152 151
Contents Chapter 6 Customer Relationship Marketing: Analytical Models and Strategies.165 Overview 183 Customer Acquisition Customer Churn 166 Introduction: Measuring Customer Value Traditional CRM Models 183 183 184 Customer Win Back 167 184 Customer Segmentation Strategies using CLV 167 RFM Approach 167 and Size of Unused Wallet (SUW) Share of Wallet 168 Extending CLV to Customer Engagement Past Customer Value Value 168 Contemporary CLV-Based Models 184 186 Linking Customer Equity to Shareholder 169 Aggregate Approach 169 Value Individual Approach 170 Strategies for Maximizing Relationship Equity: (Venkatesan and Kumar, 2004) Key Takeaways 170 Exercises Estimating Models Simultaneously ( Venkatesan et al., 2007) 187 Role of Qualitative Research Estimating Models Independently 189 191 Brand Switching Approach Group Discussion (Rust et al., 2004) HBS and Ivey Cases 172 (Rust et al., 2011) Case Questions 192 192 192 AnswerDash 172 192 Customer Migration Model Reinventing Best Buy (Dwyer, 1997) Chase Sapphire 172 Laurs Bridž Deterministic Model (Jain and Singh, 2002) References 173 Probabilistic Model (Dreze and Bonfrer, 2009) 173 Structural Model (Sunder et al, 2016) A Primer on Customer Lifetime Value (CLV) Segment-wise Calculation of CLV Advanced Measurement of CLV Individual CLV Calculation Models of Customer Engagement Customer Referrals Measurement of CRV Customer Influence Customer Knowledge 175 176 177 177 Referral Seeding Strategies 178 179 180 182 Developing and Implementing CRM Strategies 183 174 173 174 188 191 Questions 171 Monte Carlo Simulation Algorithm
Xll Value (CLV) Customer Retention 165 Opening Vignettes Strategies for Maximizing Customer Lifetime 193 193 193 194 Chapter 7 Building B2C Relationships: Brand Equity and Customer-Brand Relationship. 197 Overview 197 Opening Vignettes 198 Introduction: Definition and Dimensions of Brand Equity 199 Firm-Based Brand Equity 200 Customer-Based Brand Equity Integrative Brand Equity 201 204 Brand Equity Creation from Relationship Marketing (RM) Perspective 208 Customer-Based Brand Equity Market Signaling 209 208
Contents Brand Identity 211 Customer-Brand Relationship Key Takeaways 213 214 Exercises 215 Questions 215 Group Discussion Overview AnswerDash 245 Opening Vignettes 215 HBS and Ivey Cases Case Questions 216 Introduction 216 246 247 The Hunt-Vitell (H-V) Theory of Marketing Ethics Normative Marketing Ethics 216 Reinventing Best Buy Social Exchange Model of Justice 218 253 Instrumental Model of Justice 254 Overview 223 224 255 Moral Authority in the Marketplace Taking a Stance 257 258 Moderating Factors Influencing the Impact of Generalized Favorability Market Prominence Societal Ethicality 225 227 Product and Service Efficacy Taking a Stance 260 Digital Marketing and Privacy: An Ethical 227 228 Perspective 260 Key Takeaways 229 Exercises 262 264 Corporate Reputation and Customer Questions Relationship Marketing (CRM) Group Discussion 229 Symbolic-Instrumental Framework of Customers’ Perceptions of Corporate 264 264 HBS and Ivey Cases Case Questions 265 265 Reputation 231 AnswerDash Key Takeaways 235 Reinventing Best Buy 236 Questions Laurs Bridz 237 HBS and Ivey Cases 238 Re-inventing Best Buy Chase Sapphire Laurs 8í Bridz 240 References 266 266 267 267 238 238 AnswerDash References 265 Chase Sapphire 236 Group Discussion Case Questions 257 Moderating Factors Influencing the Relationship 225 Conceptualizing Corporate Reputation Exercises 254 Moral Authority and Taking a Stance Opening Vignettes Introduction Moral Foundations Theory 251 252 Group-Value Model of Justice Heuristic Model of Justice Chapter 8 Building B2C Relationships: Corporate Reputation and Customer-Brand
Relationship. 223 247 249 Normative Ideals: Justice-Based Theories 216 Chase Sapphire 217 Laurs Bridž 217 References Chapter 9 Ethical Foundations of Customer Relationship Marketing. 245 239 239 238 Chapter 10 Customer Relationship Marketing: Digital Marketing and Social Media.273 Overview 273 Opening Vignettes 274 ХШ
Contents Introduction: Digital Marketing And Relationship Introduction Marketing Static Versus Dynamic Views of Relationship 275 Search Engine Advertising Financial Versus Engagement Outcomes 275 Mobile Marketing 276 Engagement Strategies and Relationship Internet of Things 278 Stages Digital Marketing: A Framework Digital and Social Media Strategies 280 Marketing Marketing Strategies 282 315 Customer Expectations/Entitlement Social Commerce: A Contingency Framework Social Media: Functional Blocs Framework 284 285 Customer Heterogeneity Customer Reactance 316 Multiple Facets of Customer-Company Media Marketing Identification Identity Function: Brand Personality 286 316 Identification 316 Conversation Function: Customer Dis-identification Engagement Ambivalent Identification 288 Sharing Function: Crisis Management 290 Presence Function: The “Like” Button 291 315 315 Critical Issues in the Implementation Of Social 286 312 314 Unintended Consequences of Relationship 282 311 313 Social Media Marketing and Relationship Understanding Social Media 317 Neutral Identification 318 318 Role of Normative Ethics in Relationship Relationship Function: Social Customer Marketing Relationship Marketing (CRM) Modeling New Types of Costs in Customer’s Value Reputation Function: eWOM 292 293 Group Function: Brand Community Seven Steps to Social Media Success Key Takeaways Exercises 294 295 296 299 HBS and Ivey Cases Case Questions 300 Case Questions 300 Chapter 11 Future of Customer Relationship Marketing: New Directions for Research. 309 Opening
Vignettes 310 325 325 325 AnswerDash Chase Sapphire 301 Laurs Bridž 301 References 302 309 324 HBS and Ivey Cases 300 Re-inventing Best Buy 322 Group Discussion 300 321 324 Questions Group Discussion Overview in B2B Relationship Marketing Key Takeaways 299 320 Challenges and New Research Opportunities Exercises AnswerDash 319 Perception: Case for Privacy 299 Questions XIV 311 325 Reinventing Best Buy Chase Sapphire Laurs 8c Bridz References 328 Subject Index 333 Company Index 343 Name Index 345 327 328 326
Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-ofthe-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: • In Chapter 1, we provide a formal definition of marketing followed by several definitions of relationship marketing highlighting the key aspects of this concept • In Chapter 2, we map the evolution of customer relationship marketing, examining its lifecycle stages of adoption, development, and expansion in buslness-to-customer (B2C) marketing over the last three decades • In Chapter 3, we focus our attention exclusively to business-to-business (B2B) relationships • In Chapter 4, we first discuss how firms build and sustain business-to-customer (B2C) relationships by stimulating customer purchase behavior via loyalty programs. Then we discuss how firms build and sustain B2C relationships by stimulating customer non-purchase behavior via engagement strategies • In Chapter 5, we first examine relationship quality from a stakeholder perspective followed by employee-customer engagement
theories and strategies • In Chapter 6, we discuss CRM-based analytical models, both for purchase and non-purchase customer behavior including CLV, CRV, CIV, and CKV models • In Chapter 7, we first discuss brand equity from the firm’s perspective, followed by customer-based brand equity — its definition and dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty • In Chapter 8, we discuss the linkage between corporate reputation and customer-brand relationship • In Chapter 9, we discuss the ethical foundations of customer relationship marketing • In Chapter 10, we examine the intricate relationship between digital and social media marketing and customer brand relationship • In Chapter 11, we discuss several important research directions that seem promising as a result of access to big data, availability of computing power, and emerging models of estimating customer lifetime value for both transaction and engagement-based activities |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV047218751 |
| illustrated | Illustrated |
| index_date | 2024-07-03T16:56:39Z |
| indexdate | 2024-07-10T09:05:58Z |
| institution | BVB |
| isbn | 9781944659714 9781944659745 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032623411 |
| oclc_num | 1256410221 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-1050 |
| owner_facet | DE-355 DE-BY-UBR DE-1050 |
| physical | xxii, 348 Seiten Illustrationen, Diagramme |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | World Scientific |
| record_format | marc |
| spelling | Malhotra, Naresh K. Verfasser (DE-588)139970096 aut Customer relationship marketing theoretical and managerial perspectives Naresh K Malhotra (Georgia Institute of Technology, USA), James Agarwal (University of Calgary, Canada) New Jersey ; London ; Singapore World Scientific [2021] xxii, 348 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Beziehungsmarketing (DE-588)4789127-0 s Kundenmanagement (DE-588)4236865-0 s b DE-604 Agarwal, James Verfasser (DE-588)1233762192 aut Erscheint auch als Online-Ausgabe 978-1-944659-72-1 Erscheint auch als Online-Ausgabe 978-1-944659-73-8 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032623411&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032623411&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Malhotra, Naresh K. Agarwal, James Customer relationship marketing theoretical and managerial perspectives Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4789127-0 (DE-588)4123623-3 |
| title | Customer relationship marketing theoretical and managerial perspectives |
| title_auth | Customer relationship marketing theoretical and managerial perspectives |
| title_exact_search | Customer relationship marketing theoretical and managerial perspectives |
| title_exact_search_txtP | Customer relationship marketing theoretical and managerial perspectives |
| title_full | Customer relationship marketing theoretical and managerial perspectives Naresh K Malhotra (Georgia Institute of Technology, USA), James Agarwal (University of Calgary, Canada) |
| title_fullStr | Customer relationship marketing theoretical and managerial perspectives Naresh K Malhotra (Georgia Institute of Technology, USA), James Agarwal (University of Calgary, Canada) |
| title_full_unstemmed | Customer relationship marketing theoretical and managerial perspectives Naresh K Malhotra (Georgia Institute of Technology, USA), James Agarwal (University of Calgary, Canada) |
| title_short | Customer relationship marketing |
| title_sort | customer relationship marketing theoretical and managerial perspectives |
| title_sub | theoretical and managerial perspectives |
| topic | Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Kundenmanagement Beziehungsmarketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032623411&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032623411&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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