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Relationship Marketing: A Consumer Experience Approach (SAGE Advanced Marketing Series), by Steve Baron, Tony Conway, Gary Warnaby
Fee Download Relationship Marketing: A Consumer Experience Approach (SAGE Advanced Marketing Series), by Steve Baron, Tony Conway, Gary Warnaby
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In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of Ict on relationship marketing; and the creative consumer.
- Sales Rank: #3509002 in Books
- Brand: Brand: SAGE Publications Ltd
- Published on: 2010-05-05
- Released on: 2010-05-05
- Original language: English
- Number of items: 1
- Dimensions: 9.53" h x .49" w x 6.69" l, .85 pounds
- Binding: Paperback
- 216 pages
- Used Book in Good Condition
Review
'The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student' -
Professor Angus Laing, Dean of Business and Economics,
Loughborough University
'The authors have to be congratulated for bringing relationship marketing into the 21st century by incorporating key concepts such as service-dominant logic, social networks, and consumer experience modellng. The effort is highly commendable as the insights from the book are substantive for a varied readership' -
Thorsten Gruber, Lecturer (Assistant Professor) in Marketing and Service Management,
Manchester Business School
About the Author
Steve Baron is Professor of Marketing, and Director of the Centre for Experiential Consumption Studies at the University of Liverpool, UK. He is joint author of a book on Services Marketing (Third Edition, Palgrave, 2008), and also joint author of Relationship Marketing (SAGE, 2009). He has published work in many academic journals, including Journal of Service Research, Journal of Services Marketing, International Journal of Service Industry Management, European Journal of Marketing, Journal of Marketing Management, Journal of Business Research and International Journal of Market Research. He is Deputy Editor of Journal of Customer Behaviour, and on the Editorial Advisory Boards of Journal of Services Marketing, Service Science, and Service Business: an International Journal.
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