Relationship marketing : a consumer experience approach

By:

Baron, Steve.; Warnaby, Gary; Conway, Tony

Material type: Text

TextPublication details: 2010 Sage New DelhiDescription: 24 cm ; Pbk viii,202 pISBN:

9781412931229

Subject(s):

Relationship marketing Customer relations

DDC classification:

658.812 BAR

Contents:

Origins and history of relationship marketing -- Relationship marketing themes -- Customer retention and loyalty -- Relationship marketing: a change in perspective? -- Frameworks for analysing the consumer experience -- Consumer resources: use and integration -- Introducing consumer experience modelling -- Consumer experience modelling: value enhancers and inhibitors -- Communities within 'experiential networks' -- Social networks: C2C exchanges and relationships -- Issues for the future.

Summary: The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning, and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective.

Tags from this library: No tags from this library for this title. Log in to add tags.

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.812 BAR (Browse shelf(Opens below))	Available		32090

Origins and history of relationship marketing --
Relationship marketing themes --
Customer retention and loyalty --
Relationship marketing: a change in perspective? --
Frameworks for analysing the consumer experience --
Consumer resources: use and integration --
Introducing consumer experience modelling --
Consumer experience modelling: value enhancers and inhibitors --
Communities within 'experiential networks' --
Social networks: C2C exchanges and relationships --
Issues for the future.

The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning, and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective.

There are no comments on this title.

to post a comment.