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Relationship marketing : a consumer experience approach / Steve Baron, Tony Conway, Gary Warnaby.
- Format:
- Book
- Author/Creator:
- Baron, Steve (J. Steve)
- Series:
- Advanced marketing series.
- Advanced marketing series
- Language:
- English
- Subjects (All):
- Relationship marketing.
- Customer relations.
- Physical Description:
- 1 online resource (viii, 202 p.) : ill.
- Place of Publication:
- Los Angeles [Calif.] ; London : SAGE, 2010.
- Los Angeles : Sage, 2010.
- Language Note:
- English
- Summary:
- The relationship between a market and a consumer is complex. Far from simply being an exchange of services, there is an often complex transaction of feeling, meaning and experience. This book explores the factors of relationship marketing in its contemporary context.
- Contents:
- Contents; Part I -Relationship Marketing:The State of the Art; 1 Origins and History of Relationship Marketing; 2 Relationship MarketingThemes; 3 Customer Retentionand Loyalty; 4 Relationship Marketing:A Change in Perspective?; Part II - Relationships from a Consumer Experience Perspective; 5 Frameworks for Analysing the Consumer Experience; 6 Consumer Resources:Use and Integration; 7 Introducing ConsumerExperience Modelling; 8 Consumer ExperienceModelling: ValueEnhancers andInhibitors; 9 Communities Within'Experiential Networks'; 10 Social Networks:C2C Exchanges andRelationships
- Part III -Conclusion11 Issues for the Future; Index
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9786613288714
- 9781446251096
- 1446251098
- 9781446257739
- 1446257738
- 9781283288712
- 1283288710
- 9781446200315
- 1446200310
- OCLC:
- 723943683
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