Relationship Marketing / SAGE Advanced Marketing Series (PDF)

Name: Relationship Marketing / SAGE Advanced Marketing Series
Brand: SAGE Publications
SKU: 53051314
Price: 78.90 CHF
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A Consumer Experience Approach (Sprache: Englisch)

Autoren: Steve Baron , Tony Conway , Gary Warnaby

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Relationship Marketing / SAGE Advanced Marketing Series, Steve Baron, Tony Conway, Gary Warnaby

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The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this?

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In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing.

Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors' research.

Autoren-Porträt von Steve Baron, Tony Conway, Gary Warnaby

Steve Baron is Professor of Marketing, and Director of the Centre for Experiential Consumption Studies at the University of Liverpool, UK. He is joint author of a book on Services Marketing (Third Edition, Palgrave, 2008), and also joint author of Relationship Marketing (SAGE, 2009). He has published work in many academic journals, including Journal of Service Research, Journal of Services Marketing, International Journal of Service Industry Management, European Journal of Marketing, Journal of Marketing Management, Journal of Business Research and International Journal of Market Research. He is Deputy Editor of Journal of Customer Behaviour, and on the Editorial Advisory Boards of Journal of Services Marketing, Service Science, and Service Business: an International Journal.

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Autoren: Steve Baron , Tony Conway , Gary Warnaby
2011, 1. Auflage, 216 Seiten, Englisch
Verlag: SAGE Publications
ISBN-10: 1446200310
ISBN-13: 9781446200315
Erscheinungsdatum: 09.09.2011

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Grösse: 7.20 MB
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