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E-grāmata: Relationship Marketing: A Consumer Experience Approach

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  • Formāts: 216 pages
  • Sērija : SAGE Advanced Marketing Series
  • Izdošanas datums: 20-Apr-2010
  • Izdevniecība: SAGE Publications Inc
  • Valoda: eng
  • ISBN-13: 9781446200315
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Relationship Marketing: A Consumer Experience ApproachPalielināt
  • Formāts: 216 pages
  • Sērija : SAGE Advanced Marketing Series
  • Izdošanas datums: 20-Apr-2010
  • Izdevniecība: SAGE Publications Inc
  • Valoda: eng
  • ISBN-13: 9781446200315
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The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this?  

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 behaviour, 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. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors research.

Recenzijas

The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student -

Professor Angus Laing, Dean of Business and Economics, Loughborough University









The authors have to be congratulated for bringing relationship marketing into the 21st century by incorporating key concepts such as service-dominant logic, social networks, and consumer experience modellng. The effort is highly commendable as the insights from the book are substantive for a varied readership - Thorsten Gruber, Lecturer (Assistant Professor) in Marketing and Service Management, Manchester Business School

PART I Relationship Marketing: The State of the Art
1(88)
1 Origins and History of Relationship Marketing
3(22)
Background
3(4)
Liverpool Football Club and relationship marketing
7(3)
So, what is relationship marketing?
10(2)
Is RM a new marketing paradigm?
12(1)
The historical development of RM
13(1)
Interactions and relationships from a consumer perspective
14(4)
Perspectives on interactions and relationships
18(1)
Structures and features of the book
18(2)
Case Study 1 Political marketing then and now: a focus on Barack Obama's 2008 presidential campaign
20(3)
References
23(2)
2 Relationship Marketing Themes
25(20)
Learning objectives
25(1)
Introduction
25(1)
Theme 1 RM as a new type of marketing
26(2)
Theme 2 Relationships in networks
28(2)
Theme 3 The benefits of RM
30(1)
Theme 4 What is meant by a `relationship' and what are the components of a successful one?
31(3)
Theme 5 In what contexts is RM practised?
34(2)
Theme 6 Stages of relationship
36(2)
Theme 7 Relationship marketing for all?
38(1)
Summary
38(1)
Learning outcomes
38(1)
Activities and discussion questions
39(1)
Case Study 2 Contact Theatre: a successful `relationship-focused' subsidized theatre
39(3)
References
42(3)
3 Customer Retention and Loyalty
45(23)
Learning objectives
45(1)
Introduction
45(1)
Loyalty: a behavioural or attitudinal concept or both?
46(2)
Rewarding loyalty: a conceptual framework
48(7)
Customer switching: the antithesis of loyalty
55(1)
Linking retention and loyalty to profitability: the `service-profit chain' and related work
56(2)
Customer equity
58(2)
Summary
60(1)
Learning outcomes
61(1)
Activities and discussion questions
61(1)
Case Study 3 The Royal Exchange Theatre season ticket scheme
61(4)
References
65(3)
4 Relationship Marketing: A Change in Perspective?
68(21)
Learning objectives
68(1)
Introduction
68(1)
History of marketing thought
68(2)
A different perspective and a changing role for the customer?
70(1)
A new logic
70(5)
The customer in the relationship: experiential marketing
75(5)
Summary
80(1)
Learning outcomes
81(1)
Activities and discussion questions
81(1)
Case Study 4 Brunel's ss Great Britain
81(4)
References
85(4)
PART II Relationships from a Consumer Experience Perspective
89(90)
5 Frameworks for Analysing the Consumer Experience
91(10)
Learning objectives
91(1)
Introduction
91(3)
Consumer resources
94(1)
Experience domains
95(3)
Consumer-to-consumer interactions and consumer communities
98(1)
References
99(2)
6 Consumer Resources: Use and Integration
101(14)
Learning objectives
101(1)
Introduction: contemporary customers and resources
101(1)
Consumer resource: a framework for analysis
102(2)
Context: the British Library
104(1)
The British Library and the comprehensive spending review 2007
105(1)
BL user operand resources
106(1)
BL user operand resources
107(3)
Utilization of organizational resources
110(2)
Concluzion: implications for organizations
112(1)
Learning propositions
113(1)
Activities and discussion questions
113(1)
References
114(1)
7 Introducing Consumer Experience Modelling
115(18)
Learning objectives
115(1)
A focus on consumer experience
115(1)
Introducing consumer experience modelling
116(1)
The gap-year travel experience
116(1)
Consumer experience modelling (CEM)
117(13)
Conclusion
130(1)
Learning propositions
131(1)
Activities and discussion questions
131(1)
References
132(1)
8 Consumer Experience Modelling: Value Enhancers and Inhibitors
133(13)
Learning objectives
133(1)
Introduction
133(1)
Implications for consumers and contributors to the experience domain
134(7)
Consumer quality of life and well-being: comparison with macromarketing
141(2)
Conclusion
143(1)
Learning propositions
143(1)
Activity
144(1)
References
145(1)
9 Communities Within `Experiential Networks'
146(17)
Learning objectives
146(1)
Introduction: the importance of networks
146(3)
The concept of `community'
149(1)
Territorial experience networks: marketing places
150(4)
Non-territorial experience networks: communities of practice, values and issues
154(6)
Conclusion
160(1)
Learning propositions
160(1)
Activities and discussion questions
160(1)
References
160(3)
10 Social Networks: C2C Exchanges and Relationships
163(16)
Learning objectives
163(1)
Introduction
163(1)
Definition and history of social network sites
164(1)
Consumer experiences with Facebook
165(2)
Nature of the C2C exchanges
167(1)
C2C interactions and relationships
168(1)
What can and should organizations do?
169(3)
Bringing it all together
172(4)
Learning propositions
176(1)
Activities
176(1)
References
177(2)
PART III Conclusion
179(19)
11 Issues for the Future
181(17)
Part 1 Overview of the book
181(1)
Part 2 Researching relationship marketing
182(13)
Part 3 Pedagogical features: learning by doing
195(1)
Final thought
196(1)
References
196(2)
Index 198
Steve Baron is Professor of Marketing, and Director of the Centre for Experiential Consumption Studies at the University of Liverpool, UK. He is joint author of a book on Services Marketing (Third Edition, Palgrave, 2008), and also joint author of Relationship Marketing (SAGE, 2009). He has published work in many academic journals, including Journal of Service Research, Journal of Services Marketing, International Journal of Service Industry Management, European Journal of Marketing, Journal of Marketing Management, Journal of Business Research and International Journal of Market Research. He is Deputy Editor of Journal of Customer Behaviour, and on the Editorial Advisory Boards of Journal of Services Marketing, Service Science, and Service Business: an International Journal. Dr. Tony Conway was a member of the team that held the national Marketing Education Group conference in 1992 and was joint editor of the proceedings. He has produced journal articles, textbook contributions and conference papers on public sector and general services marketing and he am on the Editorial and Review Boards for a number of academic journals. He is presently heavily involved in research into the role of relationship marketing within the Health Care and Higher Education Sectors. Gary Warnaby is a senior lecturer in marketing at the University of Liverpool Management School in the UK. Drawing on a variety of academic disciplines, including social and cultural geography, architecture, sociology and public administration - as well as more traditional management sub-disciplines - his research interests include the marketing of places (in particular the marketing of towns and cities as retail destinations, the marketing and management of the urban experience, and the representation of places in marketing communications activities), town-centre management, and retailing more generally. Results of this research have been published in academic journals including Environment and Planning A, Journal of Marketing Management, European Journal of Marketing, Cities, Local Economy, Area, Marketing Theory and the International Review of Retail, Distribution and Consumer Research, as well as a variety of professional and trade publications.  He as a co-author of the recently-published Relationship Marketing: A Consumer Experience Perspective
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