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Parámetros
- 216 páginas
- 8 horas de lectura
Más información sobre el libro
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.
Compra de libros
Relationship Marketing, Steve Baron, Tony Conway, Gary Warnaby
- Idioma
- Publicado en
- 2010
- product-detail.submit-box.info.binding
- (Tapa blanda)
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- Título
- Relationship Marketing
- Subtítulo
- A Consumer Experience Approach
- Idioma
- Inglés
- Autores
- Steve Baron, Tony Conway, Gary Warnaby
- Editorial
- SAGE Publications Ltd
- Publicado en
- 2010
- Formato
- Tapa blanda
- Páginas
- 216
- ISBN10
- 1412931223
- ISBN13
- 9781412931229
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión, Marketing & Ventas, Marketing y relaciones públicas
- Descripción
- 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.