Relationship Marketing : A Consumer Experience Approach (Hardcover) - Baron, Steve/ Conway, Tony/ Warnaby, Gary

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Product Overview

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.

Specifications

Publisher Sage Pubns
Mfg Part# 9781412931212
SKU 212929741
Format Hardcover
ISBN10 1412931215
Release Date 5/1/2010
Physical
Dimensions (in Inches) 9.75H x 7L x 0.75T
From the Publisher
Editors Note 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 a the consumer in mind; from the experience of a football club supporter to the Barack Obama Presidential campaign, 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 analysing 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 an in-depth case study.
Product Attributes
eBooks Kobo
Book Format Hardcover
Number of Pages 0202
Publisher Sage Publications (CA)
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