Relationship Marketing: A Consumer Experience Approach

Portada
SAGE Publications Ltd, 2010 M04 20 - 216 páginas
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?

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.

 

Páginas seleccionadas

Contenido

1 Origins and History of Relationship Marketing
3
2 Relationship Marketing Themes
25
3 Customer Retention and Loyalty
45
A Change in Perspective?
68
Part II Relationships from a Consumer Experience Perspective
89
5 Frameworks for Analysing the Consumer Experience
91
Use and Integration
101
7 Introducing Consumer Experience Modelling
115
Value Enhancers and Inhibitors
133
9 Communities Within Experiential Networks
146
C2C Exchanges and Relationships
163
Part III Conclusion
179
11 Issues for the Future
181
Index
198
Derechos de autor

Otras ediciones - Ver todas

Relationship Marketing: A Consumer Experience Approach
Steve Baron,Tony Conway,Gary Warnaby
Vista previa limitada - 2010
Relationship Marketing: A Consumer Experience Approach
Steve Baron,Tony Conway,Gary Warnaby
Vista previa limitada - 2010
Relationship Marketing: A Consumer Experience Approach
Steve Baron,Tony Conway,Gary Warnaby
Vista de fragmentos - 2010

Términos y frases comunes

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Acerca del autor (2010)

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.

Dr. Tony Conway was a member of the team that held the national Marketing Education Group conference in 1992 and was joint editor of the proceedings. He has produced journal articles, textbook contributions and conference papers on public sector and general services marketing and he am on the Editorial and Review Boards for a number of academic journals. He is presently heavily involved in research into the role of relationship marketing within the Health Care and Higher Education Sectors.

Gary Warnaby is a senior lecturer in marketing at the University of Liverpool Management School in the UK. Drawing on a variety of academic disciplines, including social and cultural geography, architecture, sociology and public administration - as well as more traditional management sub-disciplines - his research interests include the marketing of places (in particular the marketing of towns and cities as retail destinations, the marketing and management of the urban experience, and the representation of places in marketing communications activities), town-centre management, and retailing more generally. Results of this research have been published in academic journals including Environment and Planning A, Journal of Marketing Management, European Journal of Marketing, Cities, Local Economy, Area, Marketing Theory and the International Review of Retail, Distribution and Consumer Research, as well as a variety of professional and trade publications. He as a co-author of the recently-published Relationship Marketing: A Consumer Experience Perspective

Información bibliográfica

TítuloRelationship Marketing: A Consumer Experience Approach
SAGE Advanced Marketing Series
AutoresSteve Baron, Tony Conway, Gary Warnaby
Edicióníntegra
EditorSAGE Publications Ltd, 2010
ISBN1446200086, 9781446200087
Largo216 páginas
  
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