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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. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer.
Zakup książki
Relationship Marketing, Steve Baron, Tony Conway, Gary Warnaby
- Język
- Rok wydania
- 2010
- Oprawa
- (miękka)
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- Tytuł
- Relationship Marketing
- Podtytuł
- A Consumer Experience Approach
- Język
- angielski
- Autorzy
- Steve Baron, Tony Conway, Gary Warnaby
- Wydawca
- SAGE Publications Ltd
- Rok wydania
- 2010
- Oprawa
- miękka
- Liczba stron
- 216
- ISBN10
- 1412931223
- ISBN13
- 9781412931229
- Seria
- Tagi
- Biznes, Marketing i PR
- Opis
- 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. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer.