Articles liés à Handbook on Research in Relationship Marketing

Handbook on Research in Relationship Marketing - Couverture souple

 
9781783479405: Handbook on Research in Relationship Marketing
Couverture souple
ISBN 10 : 178347940X ISBN 13 : 9781783479405
Editeur : Edward Elgar Publishing Ltd, 2016

Synopsis

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.

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.

Contributors: M. Bose, T. Boyd, S. Cadwallader, G. Deitz, J.A. Garretson Folse, D.D. Gremler, T.W. Gruen, E. Gummesson, K.P. Gwinner, J.D. Hansen, B.B. Holloway, M.J. Howley Jr., R. Lacey, S. Lampo, K. Landua, K.N. Lemon, H. Majra, R.W. Palmatier, J.T. Parish, R.D. Raggio, S.A. Samaha, R. Saxena, J.N. Sheth, M. Sinha, A. Thomas, P.C. Verhoef, A.G. Walz, S. Wang

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Edited by Robert M. Morgan, University of Alabama, Janet Turner Parish, Texas A&M University and George Deitz, University of Memphis, US

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Edward Elgar Publishing Ltd
Date d'édition
2016
Langue
anglais
ISBN 10 
178347940X
ISBN 13 
9781783479405
Reliure
Broché
Nombre de pages
352
Éditeur
Morgan Robert M., Turner Parish Janet, Deitz George
Coordonnées du fabricant
non disponible
Personne responsable
non disponible