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000842050 020__ $$z9781631574337$$qpaperback
000842050 020__ $$a9781631574344$$q(electronic bk.)
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000842050 050_4 $$aHF5415.55$$b.M257 2016
000842050 0820_ $$a658.812$$223
000842050 1001_ $$aMalhotra, Naresh K.,$$eauthor.
000842050 24510 $$aRelationship marketing re-imagined :$$bmarketing's inevitable shift from exchanges to value cocreating relationships /$$cNaresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.
000842050 250__ $$aFirst edition.
000842050 264_1 $$aNew York, New York (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2016.
000842050 300__ $$a1 online resource (xii, 162 pages)
000842050 336__ $$atext$$2rdacontent
000842050 337__ $$acomputer$$2rdamedia
000842050 338__ $$aonline resource$$2rdacarrier
000842050 4901_ $$aMarketing strategy collection,$$x2150-9662
000842050 504__ $$aIncludes bibliographical references (pages 135-157) and index.
000842050 5050_ $$a1. 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.
000842050 506__ $$aAccess limited to authorized users.
000842050 5203_ $$aMarketing 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.
000842050 588__ $$aTitle from PDF title page (viewed on May 12, 2016).
000842050 650_0 $$aRelationship marketing.
000842050 653__ $$aB2B relationships
000842050 653__ $$aB2C relationships
000842050 653__ $$acustomer lifetime value
000842050 653__ $$acustomer loyalty
000842050 653__ $$acustomer relationship management
000842050 653__ $$acustomer satisfaction
000842050 653__ $$aelectronic relationship marketing
000842050 653__ $$ainternal marketing
000842050 653__ $$aloyalty and rewards programs
000842050 653__ $$amindful relationship marketing
000842050 653__ $$arelationship marketing
000842050 653__ $$avalue cocreation
000842050 655_0 $$aElectronic books
000842050 7001_ $$aUslay, Can,$$d1973-,$$eauthor.
000842050 7001_ $$aBayraktar, Ahmet.,$$eauthor.
000842050 77608 $$iPrint version:$$z9781631574337
000842050 830_0 $$aMarketing strategy collection.$$x2150-9662
000842050 852__ $$bebk
000842050 85640 $$3ProQuest Ebook Central Academic Complete $$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=4505369$$zOnline Access
000842050 909CO $$ooai:library.usi.edu:842050$$pGLOBAL_SET
000842050 980__ $$aBIB
000842050 980__ $$aEBOOK
000842050 982__ $$aEbook
000842050 983__ $$aOnline