THE NEW RELATIONSHIP MARKETING

Download The New Relationship Marketing ebook PDF or Read Online books in PDF, EPUB, and Mobi Format. Click Download or Read Online button to The New Relationship Marketing book pdf for free now.

The New Relationship Marketing

Author : Mari Smith
ISBN : 9781118135006
Genre : Business & Economics
File Size : 61.3 MB
Format : PDF, ePub
Download : 213
Read : 709

A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant "center of influence" for your customers and prospects Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away Details the unique cultures of Facebook, Twitter, and other popular online platforms Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.
Category: Business & Economics

Total Relationship Marketing

Author : Evert Gummesson
ISBN : 9781136354250
Genre : Business & Economics
File Size : 68.41 MB
Format : PDF, ePub, Mobi
Download : 250
Read : 1204

Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Category: Business & Economics

Managing The New Customer Relationship

Author : Ian Gordon
ISBN : 9781118255858
Genre : Business & Economics
File Size : 85.96 MB
Format : PDF
Download : 693
Read : 242

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP “Gordon delivers an impressive synthesis of the newestmethods for engaging customers in relationships that last. Noorganization today can succeed without the mastery of customerrelationship management strategy fundamentals. But to win in thedecades ahead, you must also understand and capitalize on therapidly evolving social computing, mobility and customer analyticstechnologies described in this book. Checklists, self-assessmentsand graphical frameworks deliver pragmatic value for the practicingmanager.” — William Band, Vice-President, Principal Analyst,Forrester Research Inc., Cambridge, MA
Category: Business & Economics

Relationship Marketing

Author : Ian Gordon
ISBN : UOM:39015040130083
Genre : Business & Economics
File Size : 48.34 MB
Format : PDF, Docs
Download : 769
Read : 910

A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world Marketing Is Dead! Long Live Marketing! Marketing is dead because the old rules of identifying and satisfying customer demand no longer apply. But relationship marketing offers a new alternative, and new opportunities. Traditional marketing dealt with market segments. Relationship marketing gives managment more "bank for the marketing buck" by focusing on the ultimate market segment— the individual customer — effectively and efficiently. Marketing attempted to generate as many sales transactions as possible, across all groups of customers. Relationship marketing enables your company to improve profitability customer by customer, by focusing on those who receive, and return, the best value. Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever goes far beyond the basic idea that customers' needs and desires can be addressed uniquely. It is a practical guide to helping marketers and others to integrate relationship marketing into the business and use it to create value for the company and for its customers: Shows how to plan a relationship marketing initiative and provides sound, proven techniques for implementing it successfully. Gives you the tools to determine: the current mix of customers; the current and potential profitability of each one; and when to reward, discipline, and even fire customers. Explains how business-to-business relationships differ fundamentally from those with consumers, and presents a process for the planning of these different customer relationships. Explores the impact of technology on marketing, and how advances in technology can help companies bond more tightly with their customers. Expands the concept of a company's relationships beyond those with customers to include employees, suppliers, investors, and other important links in the "chain of relationships." Features numerous examples of best practices from leading-edge relationship marketing companies. Relationship marketing is not just a "fad of the month." Rather, it affects the entire enterprise and all its stakeholders. This book describes how to link and align various groups and initiatives within the company — technology, people, business processes, and customer knowledge — in order to bond more intensely with your customers and create new value with them.
Category: Business & Economics

Relationship Marketing

Author : Thorsten Hennig-Thurau
ISBN : 3540669426
Genre : Business & Economics
File Size : 44.83 MB
Format : PDF, Docs
Download : 309
Read : 1057

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS
Category: Business & Economics

Relationship Marketing

Author : SUPRIYA BISWAS
ISBN : 9788120348752
Genre : Business & Economics
File Size : 90.22 MB
Format : PDF, ePub, Docs
Download : 175
Read : 974

The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organisational objectives. The book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. It has been thoroughly revised and enlarged in the Second Edition and incorporates topics based on emerging concepts of marketing and technology, including relationship parameter in brand identity, service recovery paradox, adversity quotient of relationship managers, impact of social networking on customer relations, as well as applications of cloud and mobile computing in the practice of relationship marketing. Inclusion of new and contemporary case studies from industries—Toyota logo, Removing pain points: How Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages, and Mobile computing in general insurance business, provides a practical orientation to the text and help students to understand concepts of relationship marketing in the context of real-world situation. Apart from these, case assignments have been developed on various dimensions of relationship marketing. Intended as a textbook for the postgraduate students of management, the book is equally useful for relationship managers, executives, and sales and marketing professionals.
Category: Business & Economics

The New Global Marketing Reality

Author : R. Brookes
ISBN : 9780230508576
Genre : Business & Economics
File Size : 46.51 MB
Format : PDF, Kindle
Download : 886
Read : 1167

Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities.
Category: Business & Economics

Relationship Marketing In Professional Services

Author : Aino Halinen
ISBN : 0415146070
Genre : Business & Economics
File Size : 44.71 MB
Format : PDF, ePub
Download : 332
Read : 197

This is a fascinating analysis of one of the most challenging marketing concepts of the decade--relationship marketing. In a five-year "fly on the wall" case study, Aino Halinen explores the relationship between a Helsinki advertising agency and its international client. Written with clarity and insight, this book yields a rich topical harvest for advertising and other professional service sectors and will be an excellent source book for business school academics and advanced marketing students interested in processual research.
Category: Business & Economics

Relationship Marketing

Author : Regis McKenna
ISBN : UOM:49015001338061
Genre : Business & Economics
File Size : 27.68 MB
Format : PDF, ePub, Mobi
Download : 338
Read : 1158

The creator of highly successful campaigns for companies such as Intel and Apple Computers, Inc. expands on the concepts developed in his bestselling The Regis Touch. As he redefines the role of marketing, McKenna also provides a wealth of stories, insights, and advice intended to help readers achieve their ultimate goal: to own the market.
Category: Business & Economics

Relationship Marketing

Author : John Egan
ISBN : 9780273737827
Genre : Business & Economics
File Size : 53.21 MB
Format : PDF, ePub, Mobi
Download : 173
Read : 580

Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'. Established as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject. It retains its informed coverage of the most recent and important literature, as well as clearly organising and structuring the book around its core themes. The new edition includes a wide range of examples to illuminate the real world relevance of concepts. In addition, overviews and summaries add clarity and help consolidate understanding. A complete package of supplements is available to assist students and instructors in using this book. Visit www.pearsoned.co.uk/egan to find an Instructor’s Manual, PowerPoint slides, and links to other useful sites. This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications. It is core reading for the CIM Level 4 module on ‘Stakeholder Marketing’.
Category: Business & Economics