LEADER 04382nam 2200697 450 001 9910798111903321 005 20230928182848.0 010 $a1-63157-434-5 035 $a(CKB)3710000000645380 035 $a(EBC)4505369 035 $a(OCoLC)949862476 035 $a(CaBNVSL)swl00406477 035 $a(Au-PeEL)EBL4505369 035 $a(CaPaEBR)ebr11205077 035 $a(CaONFJC)MIL915465 035 $a(OCoLC)950462091 035 $a(CaSebORM)9781631574344 035 $a(MiAaPQ)EBC4505369 035 $a(EXLCZ)993710000000645380 100 $a20160512d2016 fy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aRelationship marketing re-imagined $emarketing's inevitable shift from exchanges to value cocreating relationships /$fNaresh K. Malhotra, Can Uslay, and Ahmet Bayraktar 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2016. 215 $a1 online resource (xii, 162 pages) 225 1 $aMarketing strategy collection,$x2150-9662 311 $a1-63157-433-7 320 $aIncludes bibliographical references (pages 135-157) and index. 327 $a1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship marketing -- Notes -- References -- Index. 330 3 $aMarketing is arguably amidst a paradigm shift. Marketing orientation is shifting away from creating exchanges (sales) to creating value (satisfaction) and relationships (cocreating value). Ultimately, the main objective of all marketing activities is value creation. In vast majority of cases, value is cocreated by several agents, especially the marketers and customers. From a value cocreation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both business-to-business (B2B) as well as business-to-consumer (B2C) markets. Marketers increasingly need to develop and maintain long-term, win-win relationships with customers, distributors, dealers, suppliers, competitors, and other external influencers such as governments, media, nonprofit organizations, and pressure groups. In this book, we advocate an approach for managing customer relationships based on the use of the customer lifetime value (CLV) metric. Our premise is that measuring and maximizing CLV benefits not only marketers but also customers in measurable and concrete ways. However, in order to fully unlock the potential of the CLV metrics, it is instructive to be exposed to the history and conceptualization of relationship marketing, its three main types (B2B, B2C, and internal), and the nature of loyalty and rewards programs. We conclude with a discussion on the future of relationship marketing and the frontiers of value cocreation. Cases that illustrate the essence of each chapter along with key points to ponder and take-aways are presented therein. 410 0$aMarketing strategy collection.$x2150-9662 606 $aRelationship marketing 606 $aRelacions amb els clients$xDirecció i administració$2lemac 610 $aB2B relationships 610 $aB2C relationships 610 $acustomer lifetime value 610 $acustomer loyalty 610 $acustomer satisfaction 610 $aelectronic relationship marketing 610 $ainternal marketing 610 $aloyalty and rewards programs 610 $amindful relationship marketing 610 $arelationship marketing 610 $avalue cocreation 615 0$aRelationship marketing. 615 7$aRelacions amb els clients$xDirecció i administració 676 $a658.812 700 $aMalhotra$b Naresh K.$0770694 702 $aUslay$b Can$f1973-, 702 $aBayraktar$b Ahmet. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910798111903321 996 $aRelationship marketing re-imagined$93764601 997 $aUNINA