eBook.de : Ihr Online Shop für eBooks, Reader, Downloads und Bücher
Connect 01/2015 eBook-Shops: Testsieger im epub Angebot, Testurteil: gut Die Welt: Kundenorientierte Internetseiten Prädikat GOLD
+49 (0)40 4223 6096
50% und mehr sparen mit den eBook Schnäppchen der Woche² >>
PORTO-
FREI

Relationship Marketing

Gaining Competitive Advantage Through Customer Satisfaction…
Sofort lieferbar
Buch (gebunden)
Buch (gebunden) € 106,99* inkl. MwSt.
Portofrei*

Produktdetails

Titel: Relationship Marketing

ISBN: 3540669426
EAN: 9783540669425
Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention.
Auflage 2000.
80 Abbildungen, 24 Tabellen.
Herausgegeben von Thorsten Hennig-Thurau, Ursula Hansen
Springer-Verlag GmbH

1. April 2000 - gebunden - XVIII

The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing.
Basic Issues in Relationship Marketing: T. Hennig-Thurau, U. Hansen: Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept.- Introduction;
Where We are Today: Important Findings;
Looking Ahead: Some Emerging Perspectives;
Concluding Remarks;
H. Diller: Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- Loyalty and Relationship Marketing;
Conceptionalization of Customer Bonding and Loyalty;
The Economic Effects of Customer Loyalty;
The Quality of Loyalty;
The Degree of Loyalty: Empirical Impressions;
Motivators and Demotivators of Loyalty;
Principles of Relationship Marketing;
K. Chojnacki: Relationship Marketing at VOLKSWAGEN.- Introduction;
Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change;
Quality not Quantity - What Kind of Information is Needed for Relationship Marketing?;
Giving Customers Reasons to Stay Loyal;
The VOLKSWAGEN Club and Card Concept: Managing Relationships on a One-to-One Basis;
Effective Database Management Must be Part of Relationship Marketing;
Conclusion;
O. Hupp: Relationship Marketing at LOEWE OPTA.- A Brief Introduction to LOEWE OPTA;
Relationship Marketing - The LOEWE Perspective;
Summary and Outlook;
Strategic Options in Relationship Marketing: R. Morgan, T. Crutchfield;
R. Lacey: Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- Introduction;
Retention Programs and Sustainable Competitive Advantage;
Behaviors vs. Attitudes: The Implications for Customer Loyalty;
The Relationship-Based Customer Retention Program: Building Trust and Loyalty Through the Economic;
Resource, and Social Content of Marketing Relationships;
J. Barnes: Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- Introduction;
Customer Relationships;
Research Propositions;
Methodology and Operationalization;
Results;
Conclusions and Implications;
A. Meyer, C. Blümelhuber: Relationship Marketing Success Through Investments in Services.- About a Little Bicycle Shop and a Great Model: 'Let WALMART Come - I`m Ready';
Customer Loyalty: The Term and its Use;
Value-Added Services and their Contribution to Customer Loyalty;
Selected Strategic Questions: 'Which' and 'How';
Conclusion: Is Service the Most Important Factor?;
T. Hennig-Thurau: Relationship Marketing Success Through Investments in Customers.- Introduction;
The Concept of Investments in Customers: Increasing Customer Skills;
The Influence of Increased Customer Skills on Relationship Quality in Markets for Consumer Goods;
Empirical Results;
Discussion of Results and Some Steps Toward the Development of a Broader Perspective;
Summary and Outlook;
M. Lohrum: Relationship Marketing Success Through Investments in Products - The Case of BSH.- Product Design in the Era of Relationship Marketing: Where We Stand Today;
User-Friendly and Barrier-Free Products for All: Using 'Handicapped' Individuals as a Reference Point;
BSH Opinions and Objectives;
Establishing BSH Benchmarks;
Implementation in Product Design;
Conclusion;
Personnel as a Key to Relationship Marketing Success: V. Liljander: The Importance of Internal Relationships Marketing for External Relationship Success.- Background;
Customer Relationships;
Employee Relationships;
Discussion;
K. Jeschke, H. Schulze, J. Bauersachs: Internal Marketing and its Consequences for Complaint Handling Effectiveness.- Conceptional Framework;
Complaint Management and Internal Marketing: The Expression of a Customer and Employee-Oriented Marketing Concept;
Internal Marketing Approaches for Promoting Effective Complaint Management;
Conclusion;
S. Dahle: Increasing Customer Satisfaction through the Empowerment of Service Personnel in Retailing Organizations.-
Kundenbewertungen zu „Relationship Marketing“
Noch keine Bewertungen vorhanden
Zur Rangliste der Rezensenten
Veröffentlichen Sie Ihre Kundenbewertung:
Kundenbewertung schreiben
Unsere Leistungen auf einen Klick
Unser Service für Sie
Zahlungsmethoden
Bequem, einfach und sicher mit eBook.de. mehr Infos akzeptierte Zahlungsarten: Überweisung, offene Rechnung,
Visa, Master Card, American Express, Paypal mehr Infos
Geprüfte Qualität
  • Schnelle Downloads
  • Datenschutz
  • Sichere Zahlung
  • SSL-Verschlüsselung
Servicehotline
+49 (0)40 4223 6096
Mo. - Fr. 8.00 - 20.00 Uhr
Sa. 10.00 - 18.00 Uhr
Chat
Ihre E-Mail-Adresse eintragen und kostenlos informiert werden:
2 Diese Artikel unterliegen nicht der Preisbindung, die Preisbindung dieser Artikel wurde aufgehoben oder der Preis wurde vom Verlag gesenkt. Die jeweils zutreffende Alternative wird Ihnen auf der Artikelseite dargestellt. Angaben zu Preissenkungen beziehen sich auf den vorherigen Preis.

4 Der gebundene Preis dieses Artikels wird nach Ablauf des auf der Artikelseite dargestellten Datums vom Verlag angehoben.

5 Der Preisvergleich bezieht sich auf die unverbindliche Preisempfehlung (UVP) des Herstellers.

6 Der gebundene Preis dieses Artikels wurde vom Verlag gesenkt. Angaben zu Preissenkungen beziehen sich auf den vorherigen Preis.

7 Die Preisbindung dieses Artikels wurde aufgehoben. Angaben zu Preissenkungen beziehen sich auf den vorherigen Preis.

* Alle Preise verstehen sich inkl. der gesetzlichen MwSt. Informationen über den Versand und anfallende Versandkosten finden Sie hier.

eBook.de - Meine Bücher immer dabei
eBook.de ist eine Marke der Hugendubel Digital GmbH & Co. KG
Folgen Sie uns unter: