Relationship Marketing for Competitive Advantage: Winning and Keeping CustomersThe newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive advantage. This book, which complements the best-selling title Relationship Marketing, presents a selection of some of the best writing on the subject by experts from around the world. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic. Issues such as customer retention, employee satisfaction, supplier relations, and management of service quality are brought together to provide an integrated approach to the development of a relationship marketing strategy. |
Contents
Relationship marketing key concepts | 3 |
Relationship marketing industrial perspectives | 18 |
Campbell N C G 1990 An Interaction approach | 62 |
Copyright | |
9 other sections not shown
Other editions - View all
Relationship Marketing for Competitive Advantage: Winning and Keeping Customers No preview available - 1998 |
Common terms and phrases
always-a-share American Marketing Association analysis Bain & Company bank behavior Berry branch buyer buying checkout competitive competitors concept consumer culture customer relationships customer retention customer satisfaction customer service customer's database marketing defections emphasis employees empowered empowerment enfranchisement evaluate example executive existing clients expectations factors Fairfield Inn function Grönroos Gummesson Harvard Business Review identify IMP Group implementation important improve increased Industrial Market Segmentation Industrial Marketing interaction internal marketing interviews investment involved Ito Yokado Journal of Marketing long-term manufacturing Market Segmentation marketing mix measures needs Nordstrom operations organizational perceived perceptions performance personnel problems production-line approach profits relationship marketing requires response role seller selling service delivery service encounter service firms service organizations service quality Services Marketing specific staff suppliers switching barriers switching costs target variables vendor Younkers