Cover Image

Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships /

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...

Full description

Bibliographic Details
Main Authors: Malhotra, Naresh K., (Author), Uslay, Can, 1973-, (Author), Bayraktar, Ahmet., (Author)
Format: eBook
Language:English
Published: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edition:First edition.
Series:Marketing strategy collection.
Subjects:
Relationship marketing.
B2B relationships
B2C relationships
customer lifetime value
customer loyalty
customer relationship management
customer satisfaction
electronic relationship marketing
internal marketing
loyalty and rewards programs
mindful relationship marketing
relationship marketing
value cocreation
Electronic books.
Online Access:Click to View
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.

Similar Items