The Relationship Marketer: Rethinking Strategic Relationship Marketing - Couverture souple

Hougaard, Soren; Bjerre, Mogens

Couverture souple

ISBN 10 : 3642444202 ISBN 13 : 9783642444203

Editeur : Springer, 2014

Synopsis

In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.

"The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.

A propos du livre

Présentation de l'éditeur

In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.

Présentation de l'éditeur

This book explains how the concept of mutuality is quickly becoming a fundamental principle in marketing. It presents useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.

Détails de l'édition

• Éditeur: Springer
• Date d'édition: 2014
• Langue: anglais
• ISBN 10: 3642444202
• ISBN 13: 9783642444203
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 240
• Coordonnées du fabricant: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Allemagne