Relationship Marketing

Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention
2000
ISBN: 978-3-540-66942-5
Verlag: Springer Berlin Heidelberg

Buch, Englisch, 462 Seiten, HC runder Rücken kaschiert, Format (B × H): 160 mm x 241 mm, Gewicht: 1880 g

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.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Hansen, Ursula

Hennig-Thurau, Thorsten

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

Preface.- A Basic Issues in Relationship Marketing.- 1 Relationship Marketing — Some Reflections on the State-of-the-Art of the Relational Concept.- 2 Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- 3 Relationship Marketing at Volkswagen.- 4 Relationship Marketing at Loewe Opta.- B Strategic Options in Relationship Marketing.- 5 Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- 6 Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- 7 Relationship Marketing Success Through Investments in Services.- 8 Relationship Marketing Success Through Investments in Customers.- 9 Relationship Marketing Success Through Investments in Products — The Case of BSH.- C Personnel as a Key to Relationship Marketing Success.- 10 The Importance of Internal Relationship Marketing for External Relationship Success.- 11 Internal Marketing and its Consequences for Complaint Handling Effectiveness.- 12 Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations.- D Information and Communication Technologies: The Heart of Relationship Marketing?.- 13 Using New Media for Customer Interaction: A Challenge for Relationship Marketing.- 14 Enterprise Customer Management: Integrating Corporate and Customer Information.- E International Dimensions of Relationship Marketing.- 15 Cultural Influences on Relationship Marketing.- 16 Internationalization of Encounter-Based Relationship Strategies.- F Relationship Marketing from a Services Marketing Perspective.- 17 Services Relationship Marketing: A Sector Case Study.- 18 Customer Relationship Marketing in the Airline Industry.- 19 The Close Connection BetweenRelationship Marketing and Marketing Research: The Globus Experience.- G The Pitfalls and Limitations in Relationship Marketing: Some Critical Issues.- 20 Relationship Marketing from a Consumer Policy Perspective.- 21 Why Customers Build Relationships with Companies — and Why not.- 22 The Three Rs of Relationship Marketing: Retroactive, Retrospective, Retrogressive.- 23 Lost in Relationship-Marketing Space: The Limitations of Relationship Marketing from the Perspective of the Consumer.- Brand / Company Index.- About the Contributors.