The Future of Relationship Marketing - Hardcover

Hardcover

ISBN 10: 0789031612 ISBN 13: 9780789031617

Publisher: Routledge, 2006

Synopsis

The best papers from the Eleventh Annual Colloquium in Relationship Marketing held in Cheltenham, United Kingdom in 2003

The impact of a positive buyer-seller relationship on the profits and customer retention of any company should never be minimized. The Future of Relationship Marketing presents carefully chosen proceedings from the Eleventh Annual Colloquium in Relationship Marketing (Cheltenham, United Kingdom in 2003). Leading experts reveal the latest studies and provide unique insights into the behaviors and dynamic strategies needed to maximize a positive relationship with the all-important customer.

The Future of Relationship Marketing provides new and challenging findings important to anyone involved with buyer-seller relationships, brought together in one volume. This multidisciplinary collection of studies reaches beyond basic marketing strategies to provide a broad yet in-depth examination of the subject. The book links theory to practice, provides innovative methodologies for research, and forecasts what the future holds for relationship marketing. Each chapter is extensively referenced, and many include graphs and figures to reinforce concepts and ideas.

The Future of Relationship Marketing topics include:

• dialogical interaction
  
• customer trust, satisfaction, and loyalty
  
• Customer Relational Management (CRM)
  
• the question of whether variety-seeking behavior make customers “bad”
  
• an analysis of underlying worldviews in relationship marketing
  
• the positivist approach in organizational theory and strategy
  
• the interpretativist approach in organizational theory and strategy
  
• configuration theory
  
• an analysis of CRM implementation models
  
• buyer-seller face-to-face negotiations
  
  

The Future of Relationship Marketing gives the most recent information essential for researchers, educators, students, and professionals in customer relationship marketing.

About this title

Review

"IF YOU ARE INTERESTED IN RELATIONSHIP MARKETING THIS IS THE BOOK FOR YOU." -- David T. Wilson, PhD, MBA, Clemens Professor of Marketing, Emeritus, Pennsylvania State University

"This book is a long overdue meeting point where THE PROBLEMS OF IMPLEMENTATION ARE EXPLICITLY ADDRESSED." -- Mark Gabbott, PhD, Professor of Marketing, Monash University

About this edition

• Publisher: Routledge
• Publication date: 2006
• ISBN 10: 0789031612
• ISBN 13: 9780789031617
• Binding: Hardcover
• Edition number: 1
• Number of pages: 138
• Editor: Bejou David, Palmer Adrian