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| About The Book
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| Description: | ||||||
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The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organisational objectives. The book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. It has been thoroughly revised and enlarged in the Second Edition and incorporates topics based on emerging concepts of marketing and technology, including relationship parameter in brand identity, service recovery paradox, adversity quotient of relationship managers, impact of social networking on customer relations, as well as applications of cloud and mobile computing in the practice of relationship marketing. Inclusion of new and contemporary case studies from industries—Toyota logo, Removing pain points: How Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages, and Mobile computing in general insurance business, provides a practical orientation to the text and help students to understand concepts of relationship marketing in the context of real-world situation. Apart from these, case assignments have been developed on various dimensions of relationship marketing. Intended as a textbook for the postgraduate students of management, the book is equally useful for relationship managers, executives, and sales and marketing professionals. |
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Contents: |
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| Preface
Preface to the First Edition Abbreviations 1. FRAMEWORK OF RELATIONSHIP MARKETING 2. CUSTOMER EXPERIENCE AND EMOTION 3. RELATIONSHIP BRANDS 4. VALUE CREATION IN RELATIONSHIP MARKETING 5. CUSTOMER EQUITY 6. STRATEGIES AND TECHNIQUES OF CROSS-SELLING AND UP-SELLING 7. TEMPERAMENT OF BUSINESS RELATIONS 8. MANAGING CUSTOMER SATISFACTION THROUGH QUALITY 9. CUSTOMER LOYALTY 10. MEASURING RELATIONSHIP EFFECTIVENESS 11. RELATIONSHIP MANAGER 12. TECHNOLOGY IN RELATIONSHIP MARKETING 13. VIRTUAL RELATIONSHIP MARKETING 14. CUSTOMER MANAGED RELATIONSHIP 15. RELATIONSHIP STRATEGY AND ENTERPRISE IMAGE 16. THOUGHTS ON RELATIONSHIP 17. INSTITUTES PROMOTING RELATIONSHIP MARKETING Appendix: Marketing Glossaries Author Index Company Index Subject Index |
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