Total Relationship Marketing

Author : Evert Gummesson
Publisher : Routledge
ISBN 13 : 1136354190
Total Pages : 377 pages
Book Rating : 4.99/5 ( download)

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Download or read book Total Relationship Marketing written by Evert Gummesson and published by Routledge. This book was released on 2011-01-05 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.

Author : Evert Gummesson
Publisher : Routledge
ISBN 13 : 1136354263
Total Pages : 369 pages
Book Rating : 4.67/5 ( download)

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Download or read book Total Relationship Marketing written by Evert Gummesson and published by Routledge. This book was released on 2012-05-04 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.

Author : Evert Gummesson
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.88/5 ( download)

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Download or read book Total Relationship Marketing written by Evert Gummesson and published by . This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Regis Mckenna
Publisher : Basic Books
ISBN 13 : 9780201622409
Total Pages : 260 pages
Book Rating : 4.08/5 ( download)

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Download or read book Relationship Marketing written by Regis Mckenna and published by Basic Books. This book was released on 1993-05-21 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the author of the bestselling The Regis Touch, a simple process for building the crucial relationships that help a company dominate—and own—the market in the Age of the Customer.

Author : Naresh K Malhotra
Publisher : World Scientific
ISBN 13 : 1944659730
Total Pages : 371 pages
Book Rating : 4.38/5 ( download)

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Download or read book Customer Relationship Marketing: Theoretical And Managerial Perspectives written by Naresh K Malhotra and published by World Scientific. This book was released on 2020-12-04 with total page 371 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Put this on your bookshelf and in your classroom! This is a comprehensive guide to understanding and managing customer relationships from two top scholars and educators.'Dr Linda L PriceUniversity of Wyoming, andEditor, Journal of Consumer ResearchCustomer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:

Author : Mari Smith
Publisher : John Wiley & Sons
ISBN 13 : 1118063066
Total Pages : 272 pages
Book Rating : 4.64/5 ( download)

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Download or read book The New Relationship Marketing written by Mari Smith and published by John Wiley & Sons. This book was released on 2011-10-25 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant "center of influence" for your customers and prospects Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away Details the unique cultures of Facebook, Twitter, and other popular online platforms Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.

Author : Martin Greif
Publisher :
ISBN 13 : 9781716943362
Total Pages : 184 pages
Book Rating : 4.61/5 ( download)

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Download or read book True Connections written by Martin Greif and published by . This book was released on 2020-05-14 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: If your website does not generate sales, leads, subscriptions, or revenue at the rate you think it should, then this book is probably for you. This is a step by step guide that will outline all the conversion barriers on your site. If you follow the principles in the book, you will be able to diagnose the problems that are stopping your website visitors from engaging with you. Here's the key takeaway. It's not about you, it's about your visitors. Address their issues and you will solve your own problems. This is the key principle in Conversion Rate Optimization (CRO). It does not matter if you are optimizing landing pages, performing A/B tests, or redesigning your website, aligning user intent with their website experience is the only way to increase your conversion rate. So how do you align user intent? This book will enable you to evaluate your website conversion issues and address any misalignment. If you are new to conversion rate optimization or landing page optimization, reading this book will set you on the correct course to improve your website conversions. If you are an experienced CRO practitioner, this book will provide new insights on how to approach CRO.

Author : Regis McKenna
Publisher : Harvard Business Press
ISBN 13 : 9781578512447
Total Pages : 252 pages
Book Rating : 4.41/5 ( download)

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Download or read book Total Access written by Regis McKenna and published by Harvard Business Press. This book was released on 2002 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing as we know it is disappearing, declares industry legend Regis McKenna. As marketers focus on advertising and promotion, the chief information officer is automating their core functions. As they obsess over brand, the chief strategy officer is dispersing their responsibilities throughout the organization. And as they squabble over whether marketing is an art or a science, McKenna argues that they're completely overlooking what marketing has become: a technology . What does this displacement mean for the future of marketing and its role in today's increasingly networked organizations? Who will manage the all-important customer relationship-and how ? In this bold new book, McKenna marshals over forty years of experience as a marketing innovator, investor, and industry visionary to explore an emerging-and essentially different-marketing paradigm. In this unconventional model, says McKenna, computers and the network do most of the work, from data gathering to customer care and response. The marketing function disappears into a network of relationships and responsibilities between man and machine throughout the value chain. Total consumer access to-and interaction with-the marketplace replaces the archaic broadcast model. For marketers, the end goal changes from creating brand awareness to satisfying customers. And brand itself becomes a "persistent presence" which sustains the customer dialogue however and whenever the customer chooses. McKenna argues that marketers must shed their marginal role as image creators and take on the brave new role of managing this new infrastructure. They must learn to operate with one foot in marketing and one foot in information systems-integrating the people and technological tools necessary to deliver value and novelty to every customer anytime, all the time. Competitive advantage will come from engaging the entire business in this total access network-making marketing a mission-critical, enterprise-wide responsibility. A rousing manifesto by a renowned pioneer of high-tech marketing, Total Access will remake marketing and redefine success in our networked world. AUTHORBIO: Regis McKenna is Chairman of The McKenna Group in Palo Alto, California. He has worked with more than 300 start-ups, including Apple and Intel, and is the bestselling author of Real Time (HBS Press, 1997).

Author : Kody Bateman
Publisher :
ISBN 13 : 9781936677429
Total Pages : pages
Book Rating : 4.23/5 ( download)

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Download or read book The Power of Human Connection written by Kody Bateman and published by . This book was released on 2018-08-28 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Robert W. Palmatier
Publisher : Routledge
ISBN 13 : 1351388231
Total Pages : 261 pages
Book Rating : 4.38/5 ( download)

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Download or read book Relationship Marketing in the Digital Age written by Robert W. Palmatier and published by Routledge. This book was released on 2019-01-15 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.