rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Relationship marketing re-imagined
    sub title: marketing's inevitable shift from exchanges to value cocreating relationships
  name:
    name part: Malhotra, Naresh K.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Uslay, Can
    name part: 1973-
    role:
      role term: author.
  name:
    name part: Bayraktar, Ahmet.
    role:
      role term: author.
  type of resource: text
  genre: abstract or summary
  genre: Electronic books.
  origin info:
    place:
      place term: nyu
    date issued: 2016
    edition: First edition.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource (xii, 162 pages)
  abstract: Marketing is arguably amidst a paradigm shift. Marketing orientation is shifting away from creating exchanges (sales) to creating value (satisfaction) and relationships (cocreating value). Ultimately, the main objective of all marketing activities is value creation. In vast majority of cases, value is cocreated by several agents, especially the marketers and customers. From a value cocreation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both business-to-business (B2B) as well as business-to-consumer (B2C) markets. Marketers increasingly need to develop and maintain long-term, win-win relationships with customers, distributors, dealers, suppliers, competitors, and other external influencers such as governments, media, nonprofit organizations, and pressure groups. In this book, we advocate an approach for managing customer relationships based on the use of the customer lifetime value (CLV) metric. Our premise is that measuring and maximizing CLV benefits not only marketers but also customers in measurable and concrete ways. However, in order to fully unlock the potential of the CLV metrics, it is instructive to be exposed to the history and conceptualization of relationship marketing, its three main types (B2B, B2C, and internal), and the nature of loyalty and rewards programs. We conclude with a discussion on the future of relationship marketing and the frontiers of value cocreation. Cases that illustrate the essence of each chapter along with key points to ponder and take-aways are presented therein.
  table of contents: 1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship marketing -- Notes -- References -- Index.
  target audience: specialized
  note: Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.
  note: Access restricted to authorized users and institutions.
  note: Includes bibliographical references (pages 135-157) and index.
  subject:
    topic: Relationship marketing
  subject:
    topic: B2B relationships
  subject:
    topic: B2C relationships
  subject:
    topic: customer lifetime value
  subject:
    topic: customer loyalty
  subject:
    topic: customer relationship management
  subject:
    topic: customer satisfaction
  subject:
    topic: electronic relationship marketing
  subject:
    topic: internal marketing
  subject:
    topic: loyalty and rewards programs
  subject:
    topic: mindful relationship marketing
  subject:
    topic: relationship marketing
  subject:
    topic: value cocreation
  classification: HF5415.55 .M257 2016
  classification: 658.812
  related item:
    title info:
      title: Marketing strategy collection
  identifier: 9781631574337
  identifier: 9781631574344
  identifier: https://ebookcentral.proquest.com/lib/matrademy/detail.action
  access condition: Access restricted to authorized users and institutions.
  record info:
    record content source: MiAaPQ
    record creation date: 160512
    record change date: 20200520144314.0
    record identifier: EBC4505369
    language of cataloging:
      language term: eng