Managing market relationships : methodological and empirical insights
著者
書誌事項
Managing market relationships : methodological and empirical insights
Gower, c2008
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage. Despite this, the benefits of relationship marketing remain uncertain, and efforts in this arena often fail."Managing Market Relationships" explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions.Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. The book offers guidance on how to develop, involve, and evaluate management and employees in relationship-building market activities.
To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing.This timely and comprehensively researched book is essential reading for researchers, those involved in the professional training and development of marketers, and higher level students and practitioners who will want to learn more about relationship marketing, relevant research methodologies and how to use sound managerial models and tools.
目次
- Introduction: Evolution of marketing practices
- Research areas and principal research questions
- Organization of book
- References. Research Approach: Ontology and epistemology - realism paradigm
- Methodology and methods - theory-generating strategies, techniques, and procedures
- Analysis of case studies
- Analysis of case study reflecting an action-research approach
- Analysis of survey: Leadership styles
- Ethical considerations
- References. Understanding of Relationship Marketing: Value through goods, services, and relationships
- Academic, business press, and middle-management discourses on value management
- References. Implementation of Relationship Marketing: Market relationships
- Transactional and transformational leadership styles
- References. Evolution of Relationship Marketing
- Market dynamism, market relationships, and market relationship evolution
- Buyer-seller market exchange situations
- References. Control of Relationship Marketing: A relationship management assessment tool
- Best practices in relationship marketing
- References. Conclusions: Theoretical contributions
- Managerial implications
- Limitations to the studies
- Avenues for further research
- Closing remarks
- References. Appendix - Relationship management assessment tool
- Index.
「Nielsen BookData」 より