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Strategic Relationship Marketing (Paperback)

by S�ren Hougaard (Author), Mogens Bjerre (Author) "Consider the following situation: Two competing construction companies make a bid for a major, prestigious contract ..." (more)

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Product details

Paperback: 371 pages
Publisher: Springer (17 Nov 2003)
Language German
ISBN-10: 3540018700
ISBN-13: 978-3540018704
Product Dimensions: 24.7 x 17.5 x 2.2 cm
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Amazon.co.uk Sales Rank: 2,292,266 in Books (See Bestsellers in Books)

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Product Description

Product Description
There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more and "market dominance". This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.

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