Handbook on research in relationship marketing /
Material type:
TextPublication details: Cheltenham : Elgar, c2015Description: vii, 344 p. : illISBN: 9781848443686; 1848443684Subject(s): Relationship marketing | Customer relationsDDC classification: 658.812 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 type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Reference Books
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Main Library Reference | Reference | 658.812 HAN (Browse shelf(Opens below)) | Available | 015060 |
Browsing Main Library shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)
| 658.812 BRU Putting customers first | 658.812 DON 25 management lessons from the customer's side of the counter | 658.812 GOS Customer Relationship Management Essentials | 658.812 HAN Handbook on research in relationship marketing / | 658.812 HAR Harvard business review on customer relationship management. | 658.812 JON Customer Communications 2007-2008 | 658.812 MAR Quality customer service : the art of treating customers as guests |
Includes index
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.
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