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Handbook on research in relationship marketing / edited by Robert M. Morgan (University of Alabama), Janet Turner Parish (Texas A&M University), and George Deitz (University of Memphis, US)

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Elgar original reference | Edward Elgar E-Book ArchivePublisher: Cheltenham, U.K ; Northampton, MA, USA : Edward Elgar Publishing, 2015Description: 1 Online-Ressource (viii, 344 pages)ISBN:
  • 9781783478637
Subject(s): Additional physical formats: 9781848443686. | Erscheint auch als: Handbook on research in relationship marketing. Druck-Ausgabe. Cheltenham [u.a.] : Edward Elgar, 2015. VIII, 344 S.DDC classification:
  • 658.812 23
RVK: RVK: QP 620LOC classification:
  • HF5415.55
DOI: DOI: 10.4337/9781783478637Online resources: Production credits:
  • 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 highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business strategies. 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 on 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.
Summary: 1. The future evolution of relationship marketing / Jagdish N. Sheth -- 2. Relationship marketing : Berry's insights from the past and for the future / Janet Turner Parish, Sandi Lampo and Kristin Landua -- 3. Relationship benefits research : a synthesis / Dwayne D. Gremler and Kevin P. Gwinner -- 4. Advances in customer value management / Peter C. Verhoef and Katherine N. Lemon -- 5. Relationship marketing tools : understanding the value of loyalty programs / Russell Lacey -- 6. Service failure and recovery : implications for relationship marketing / Betsy Bugg Holloway and Sijun Wang -- 7. From theory to bedside and back : relationship marketing and medical care / Michael J. Howley, Jr. -- 8. Self-service technologies : building relationships with Indian consumers / Rajan Saxena, Mona Sinha and Hufrish Majra -- 9. Taxonomy of hotel loyalty program members : examining differences in service quality perceptions / George Deitz and John D. Hansen -- 10. NASCAR : driving relationship equity through the sponsorship supply chain / Susan Cadwallader, Tom Boyd and Aaron Thomas -- 11. Aligning service dominant logic and the relationship marketing view of the customer / Thomas W. Gruen -- 12. Gratitude in relationship marketing / Randle D. Raggio ... [et al.] -- 13. Anti-relationship marketing : understanding relationship-destroying behaviors / Stephen A. Samaha and Robert W. Palmatier -- 14. From relationship marketing to many-to-many marketing / Evert GummessonPPN: PPN: 1023438828Package identifier: Produktsigel: ZDB-1-EWE
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