Buch, Englisch, 344 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 681 g
Buch, Englisch, 344 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 681 g
Reihe: International Business and Management
ISBN: 978-0-08-043358-5
Verlag: Pergamon Press
This book aims to fulfil two objectives: to contribute to the state of knowledge in the broad area of relationship marketing and to provide readers with an insight into the antecedents and roots of the current "fashionable" interest in relationship marketing.
The first part of this book presents ideas on our current understanding of networks, relationships, and interaction. The second part contains contributions which will be of interest to all those undertaking research in the area of business-to-business marketing. Part three, containing contributions with a strategic orientation, aims to give readers an indication of how broad the scope of the subject matter really is.
The contributions represent some of the most current and interesting thinking and empirical research in the field, and have been chosen to reflect the way in which the theme of relationship marketing has matured and developed. They cover the three areas of interactions, networks, and relationships, but this book goes further by the way in which these topics are covered. The chapters include theoretical developments in the area, practical case studies, and also new methodologies that can be applied to the study of relationship marketing.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
- Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
Weitere Infos & Material
Series Editor's Preface. Editors' Preface. List of Tables and Figures. The Contributors. Position Papers. Two decades of interaction, relationships and networks (D. Ford). The burden of relationships or who's next (H. Hakansson, I. Snehota). Adaptations in buyer-seller relationships (R. Brennan, P.W. Turnbull). A review of the nature and development of inter-organisational relationships: a network perspective (M.Y.S Cheung, P.W. Turnbull). Research Issues. Case research as a methodology for industrial networks: a realist apologia (G. Easton). Business network research: a grounded theory approach (S. De Búrca, D. McLoughlin). Time and temporality in research design: a review of buyer-seller relationship models (A. Halinen). Winning bids for technology-based capital equipment: the significant but variable effect of buyer-seller relationships (D.W. Large, R.A. More). Relationships in banking (J. Proença, L.M. Castro). Expanding our Horizons. From districts to milieux: in search of network boundaries (B. Cova et al.). Manufacturer-retailer relationships in Germany: the institutionalisation of category management (L. Araujo, S. Mouzas). The impact of groupware on relationship management (C.P. Holland, R. Phillips). Exploring relationship strategy (D. Ford et al.). Relationship marketing management: the internal and external market dimensions of marketing planning (D. Ballantyne). Strategic marketing: tracing the evolution in the network context of competition (U. Jüttner). Author index. Subject index.
