The Relationship Marketer: Rethinking Strategic Relationship Marketing

✍ Scribed by Søren Hougaard, Mogens Bjerre (auth.)

• Publisher: Springer-Verlag Berlin Heidelberg
• Year: 2009
• Tongue: English
• Leaves: 227
• Edition: 2
• Category: Library

✦ Synopsis

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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.

✦ Table of Contents

Front Matter....Pages 1-13
The Relationship Aspect of Marketing....Pages 15-33
A Systematic Approach to the Buyer-Seller Relationships....Pages 35-46
The Economics of Customer Relationships....Pages 47-64
Customer Loyalty and Business Economics....Pages 65-83
The Driving Forces of Customer Relationships....Pages 85-106
Supplier Relationship Levels — Consequences and Contents....Pages 107-129
Relationships in Different Environments....Pages 131-153
The Individualised Approach to Relationships....Pages 155-169
The Sales Centre....Pages 171-193
Relationship Marketing Strategy....Pages 195-212
Back Matter....Pages 213-236

✦ Subjects

Management/Business for Professionals; Marketing