The relationship marketer: rethinking strategic relationship marketing
Material type:
TextPublication details: London Springer 2009 Edition: 2ndDescription: 236 pISBN: 9783642032424Subject(s): Relationship marketing | Strategic planning | Customer relations | Customer relations--ManagementDDC classification: 658.812 Summary: Introduction
In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.
"The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
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Indian Institute of Management LRC General Stacks | Marketing | 658.812 HOU (Browse shelf(Opens below)) | 1 | Available | 001570 |
Table of content
Front Matter
Pages 1-13
PDF
The Relationship Aspect of Marketing
Søren Hougaard, Mogens Bjerre
Pages 15-33
A Systematic Approach to the Buyer-Seller Relationships
Søren Hougaard, Mogens Bjerre
Pages 35-46
The Economics of Customer Relationships
Søren Hougaard, Mogens Bjerre
Pages 47-64
Customer Loyalty and Business Economics
Søren Hougaard, Mogens Bjerre
Pages 65-83
The Driving Forces of Customer Relationships
Søren Hougaard, Mogens Bjerre
Pages 85-106
Supplier Relationship Levels — Consequences and Contents
Søren Hougaard, Mogens Bjerre
Pages 107-129
Relationships in Different Environments
Søren Hougaard, Mogens Bjerre
Pages 131-153
The Individualised Approach to Relationships
Søren Hougaard, Mogens Bjerre
Pages 155-169
The Sales Centre
Søren Hougaard, Mogens Bjerre
Pages 171-193
Relationship Marketing Strategy
Søren Hougaard, Mogens Bjerre
Introduction
In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.
"The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
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