LEADER 04382nam 2200697 450 001 9910822382903321 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 $a9910822382903321 996 $aRelationship marketing re-imagined$94034140 997 $aUNINA LEADER 06392nam 22005655 450 001 9910495192003321 005 20251113212748.0 010 $a3-030-66961-0 024 7 $a10.1007/978-3-030-66961-4 035 $a(CKB)4100000012009047 035 $a(MiAaPQ)EBC6712962 035 $a(Au-PeEL)EBL6712962 035 $a(OCoLC)1265463296 035 $a(PPN)257355057 035 $a(DE-He213)978-3-030-66961-4 035 $a(EXLCZ)994100000012009047 100 $a20210825d2021 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aAdvances in Plant Breeding Strategies: Vegetable Crops $eVolume 9: Fruits and Young Shoots /$fedited by Jameel M. Al-Khayri, S. Mohan Jain, Dennis V. Johnson 205 $a1st ed. 2021. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2021. 215 $a1 online resource (480 pages) 225 1 $aBiomedical and Life Sciences Series 311 08$a3-030-66960-2 327 $aPreface -- Part I: Fruits -- Chapter 1. Advances in Breeding Strategies of Bell Pepper (Capsicum annuum L. var. grossum Sendt.) (Jyoti Devi, Vidya Sagar, Vineet Kaswan, J.K. Ranjan, Rajesh Kumar,Gyan P. Mishra,R.K. Dubey,and Ravindra K. Verma) -- Chapter 2. Genetics, Genomics and Breeding of Chili Pepper (Capsicum frutescens L.) and other Capsicum Species (Vanadan Jaiswal, Vijay Gahlaut, Nitin Kumar, and Nirala Ramchiary) -- Chapter 3. Recent Advances in Breeding of Bitter Gourd (Momordica charantia L.) (Pulipati Gangadhara Rao) -- Chapter 4. Breeding of Bottle Gourd (Lagenaria siceraria (Molina) Standl.) (A. K. M. Aminul Islam, Sumi Sarkar, and Farzana M. Era) -- Chapter 5. Eggplant (Solanum melongena, S. aethiopicum and S. macrocarpon) Breeding (Mohamed Rakha, Jaime Prohens, Dalia Taher, Tien-hor Wu, and Svein Ø. Solberg) -- Chapter 6. Breeding Strategies for Yield Gains in Okra (Abelmoschus esculentus L.) (Gyan P. Mishra, Tania Seth, Pradip Karmakar, Satish K. Sanwal, Vidya Sagar, Priti, Prabhakar M. Singh, and Bijendra Singh) -- Chapter 7. Plantain (Musa paradisiaca L.) Genetic Improvement and Germplasm Management with Emphasis on Cross River State in Nigeria (Godwin Michael Ubi and Ebiamadon Andi Brisibe) -- Chapter 8. Breeding of Sweet Gourd (Cucurbita moschata Duch. ex Poir.) (A. K. M. Aminul Islam, Sumi Sarkar, Kamrun N. Ruma, Marium Khatun, Farzana M. Era and Mohammad S. Raihan) -- Chapter 9. Breeding of Melon (Cucumis melo L. Groups Dudaim and Flexuosus) (Forouzandeh Soltani) -- Chapter 10. Tomato (Solanum lycopersicum L.) Breeding Strategies for Biotic and Abiotic Stresses (Adel Rezk, Mohammad Abhary and Abdullah Akhkha) -- Chapter 11. Disease Resistance Breeding with Genomic Tools in Zucchini (Cucurbita pepo L.) (Giuseppe Andolfo, Ciro Gianmaria Amoroso, and Maria Raffaella Ercolano) -- Part II: Young Shoots -- Chapter 12. Asparagus (Asparagus officinalis L.) Breeding (Roberto Moreno, Patricia Castro, Jose V. Die, and Juan Gil). 330 $aPlant breeders and geneticists are under constant pressure to sustain and expand food production by using innovative breeding strategies and introducing minor crops, which are well adapted to marginal lands, provide a source of nutrition, and have abiotic and biotic stress tolerance, to feed an ever-increasing human population. The basic concept of this book is to examine the use of innovative methods, augmenting traditional plant breeding, towards the improvement and development of new crop varieties, under the increasingly limiting environmental and cultivation factors, to achieve sustainable agricultural production and enhanced food security. Three volumes of the book series Advances in Plant Breeding Strategies were published in 2015, 2016 and 2018, respectively: Volume 1. Breeding, Biotechnology and Molecular Tools; Volume 2. Agronomic, Abiotic and Biotic Stress Traits and Volume 3. Fruits. In 2019, the following four volumes were published: Volume 4. Nut and Beverage Crops, Volume 5. Cereals, Volume 6. Industrial and Food Crops and Volume 7. Legumes. Recent volumes published in 2021 include: Volume 8. Vegetable Crops: Bulbs, Roots and Tubers, Volume 9. Vegetable Crops: Fruits and Young Shoots and Volume 10. Vegetable Crops: Leaves, Flowerheads, Green Pods, Mushrooms and Truffles. This Volume 9, subtitled Vegetable Crops: Fruits and Young Shoots, consists of 12 chapters focusing on advances in breeding strategies using both traditional and modern approaches for the improvement of individual vegetable crops. Chapters are arranged in 2 parts according to the edible vegetable parts. Part I: Fruits - Bell Pepper, Chili pepper, Bitter gourd, Bottle gourd, Eggplant, Okra, Plantain, Sweet gourd, Melon, Tomato and Zucchini and Part II: Young shoots - Asparagus. Each chapter comprehensively reviews the contemporary literature on the subject and reflects the experiences of the authors. Chapters are written by internationally-reputable scientists and subjected to a review process to assure quality presentation and scientific accuracy. Each chapter begins with an introduction covering related backgrounds and provides in-depth discussion of the subject supported with high-quality color photos, illustrations and relevant data. The chapter concludes with recommendations for future research directions, a comprehensive list of pertinent references to facilitate further reading, and appendixes of genetic resources and concerned research institutes. This book series is a valuable resource for advanced students, researchers, scientists, commercial producers and seed companies as well as consultants and policymakers interested in agriculture, particularly in modern breeding technologies. 410 0$aBiomedical and Life Sciences Series 606 $aAgriculture 606 $aBotany 606 $aAgriculture 606 $aPlant Science 615 0$aAgriculture. 615 0$aBotany. 615 14$aAgriculture. 615 24$aPlant Science. 676 $a635.0423 700 $aAl-Khayri$b Jameel M.$0908236 702 $aJain$b S. Mohan 702 $aJohnson$b Dennis V. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910495192003321 996 $aAdvances in Plant Breeding Strategies: Vegetable Crops$94463660 997 $aUNINA