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The relationship marketer : rethinking strategic relationship marketing

Author: Søren Hougaard; Mogens Bjerre
Publisher: Berlin : Springer, ©2009.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Hougaard, Søren.
Relationship marketer.
Berlin : Springer, ©2009
(OCoLC)473428508
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Søren Hougaard; Mogens Bjerre
ISBN: 9783642032431 3642032435 9783642032431
OCLC Number: 571153010
Description: 1 online resource (236 pages) : illustrations
Contents: The Relationship Aspect of Marketing --
A Systematic Approach to the Buyer-Seller Relationships --
The Economics of Customer Relationships --
Customer Loyalty and Business Economics --
The Driving Forces of Customer Relationships --
Supplier Relationship Levels --
Consequences and Contents --
Relationships in Different Environments --
The Individualised Approach to Relationships --
The Sales Centre --
Relationship Marketing Strategy.
Responsibility: Soren Hougaard, Mogens Bjerre.

Abstract:

This book explains how the concept of mutuality is quickly becoming a fundamental principle in marketing. It presents useful, and applicable marketing models, typologies and tools, as well as guides  Read more...

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From the reviews of the second edition:"There is a solid theoretical grounding for each chapter that would appeal to both executive and postgraduate students. ... book would appeal to industrial Read more...

 
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