Relationship marketing

Dialogue and networks in the E-commerce Era

Richard J. Varey

236 pages, parution le 11/10/2002

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Résumé

Relationship Marketing: Dialogue and Networks in the E-Commerce Era is based on ten years of consulting experience and academic study. The unique contribution of this book is the particular and careful emphasis on the understanding of human trading relationships as central to relationship marketing. Contemporary Relationship Marketing is explained as a business strategy within a management framework that integrates marketing, e-commerce, corporate communication, and knowledge management. A reconsideration of relationship marketing in the light of recent innovative thinking and the emerging new economy presents the other side of the coin - communication as the mode of interaction, and relationships as the shared context for meaning-making. This book develops the management framework for responsive and responsible communicative interaction in an integrated corporate management system. The question of information and communication technology (ICT) as enabler and facilitator of Relationship Marketing is addressed, using a varied range of case studies to illustrate developments in principle, policy, and practice.Relationship Marketing: Dialogue and Networks in the E-Commerce Era is particularly relevant for students taking advanced undergraduate, MBA and MSc courses on relationship marketing, marketing management and service management. Contents

Introduction
The New Marketing
Exchange Relationships
Interaction, Communication, and Dialogue - or Information?
Relationship Marketing as Managing Trading Relationships
The Customer Relationship Management System
Managing Customer Relationships
What next?

L'auteur - Richard J. Varey

He is Reader in communication and management in the faculty of Business informatics at the University of Salford. He has written extensively in the fields of management, marketing management, marketing communication, service marketing, corporate communication, and internal marketing.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Richard J. Varey
Parution	11/10/2002
Nb. de pages	236
Format	17 x 24,2
Couverture	Broché
Poids	416g
Intérieur	Noir et Blanc
EAN13	9780470843413
ISBN13	978-0-470-84341-3