Strategic Relationship Marketing

Strategic Relationship Marketing

Book - 2002
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There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more profit and value for the company than do "negotiating power" and "market dominance". This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.
Publisher: Berlin ; New York : Springer, c2002
ISBN: 9783540431619
3540431616
Characteristics: 371 p. : ill. ; 26 cm
Additional Contributors: Bjerre, Mogens 1959-

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