Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.
2016
HF5415.55 .M257 2016
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Title
Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.
Author
Malhotra, Naresh K., author.
Edition
First edition.
ISBN
9781631574337 paperback
9781631574344 (electronic bk.)
9781631574344 (electronic bk.)
Published
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Language
English
Description
1 online resource (xii, 162 pages)
Call Number
HF5415.55 .M257 2016
Dewey Decimal Classification
658.812
Summary
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.
Bibliography, etc. Note
Includes bibliographical references (pages 135-157) and index.
Access Note
Access limited to authorized users.
Source of Description
Title from PDF title page (viewed on May 12, 2016).
Added Author
Uslay, Can, 1973-, author.
Bayraktar, Ahmet., author.
Bayraktar, Ahmet., author.
Series
Marketing strategy collection. 2150-9662
Available in Other Form
Print version: 9781631574337
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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.
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.