Relationship Marketing (Building Customer Satisfaction and Customer Loyalty to Win Competitive Advantage (Latest Version))

Author: Thorsten Henning-Sorow
Publisher:
Publish Date: 2003-01-01
Features: A classic translation series in applied management. A truly management classic written by a "multinational force." As we enter the new millennium, we see that the focus of marketing has shifted from transactional marketing to relationship marketing. Businesses are beginning to recognize the economic value of stable, long-term customer relationships built on customer satisfaction, trust, commitment, and loyalty. This book summarizes the fundamental theories and new developments in this rapidly evolving field, providing successful case studies of relationship marketing practices and exploring related strategic and tool issues. The authors include internationally renowned scholars in marketing and representatives of companies that lead the practice of relationship marketing.
Reader Reviews: The book makes a milestone contribution by collecting the newest ideas in relationship marketing today. It elaborates on the former through concrete examples of companies implementing relationship marketing in industries such as the automotive manufacturing, electronics consumer goods manufacturing, and utilities sectors. This book is beneficial for anyone who wants to know how to succeed in the future.