| 000 | 10165cam a2201921Ii 4500 | ||
|---|---|---|---|
| 001 | 160379 | ||
| 008 | 150408s20082008enk a b 001 0 eng d | ||
| 020 | _a0077114221 (paperback) | ||
| 020 | _a9780077114220 (paperback) | ||
| 040 |
_aMEF _beng _erda |
||
| 049 | _aTR-IsMEF | ||
| 050 | 0 | 0 |
_aHF5415.55 _b.H37 2008 |
| 100 | 1 |
_aHarwood, Tracy, _eauthor. |
|
| 245 |
_aRelationship marketing : _bperspectives, dimensions and contexts / _cTracy Harwood, Tony Garry and Anne Broderick. |
||
| 264 | 1 |
_aMaidenhead : _bMcGraw-Hill Education, _c2008. |
|
| 264 | 4 | _a©2008 | |
| 300 |
_axxii, 242 pages : _billustrations ; _c24 cm. |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _aThis book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing. Drawing on existing literature and current thinking, Relationship Marketing explores the different perspectives on the subject and presents them in relation to a range of practical contexts, including the public sector, arts, professional services and virtual communities as well as the more traditional domains of marketing. | ||
| 650 | 0 | _aRelationship marketing. | |
| 700 | 1 |
_aGarry, Tony, _eauthor. |
|
| 700 | 1 |
_aBroderick, Anne, _eauthor. |
|
| 900 | _aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules | ||
| 910 | _aÇağlayan | ||
| 942 |
_2lcc _cBKS |
||
| 970 | 1 | 2 | _tPart one Perspectives and dimensions of relationship marketing. |
| 970 | 1 | 2 |
_tIntroduction to relationship marketing, _p3. |
| 970 | 0 | 1 |
_aIntroduction, _p4. |
| 970 | 1 | 1 |
_tAn overview of the traditional marketing approach, _p5. |
| 970 | 1 | 1 |
_tProblems with the traditional marketing approach, _p7. |
| 970 | 1 | 1 |
_tMini-case: the traditional marketing approach, _p7. |
| 970 | 1 | 1 |
_tThe evolving focus of marketing, _p9. |
| 970 | 1 | 1 |
_tFactors influencing the development of RM, _p10. |
| 970 | 1 | 1 |
_tEnerging themes of RM, _p14. |
| 970 | 1 | 1 |
_tDefinitions of RM, _p17. |
| 970 | 1 | 1 |
_tMini-case: 888's new tables-not for boys, _p18. |
| 970 | 0 | 1 |
_aChapter summary, _p19. |
| 970 | 0 | 1 |
_aFurther reading, _p19. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: Tesco, _p20. |
| 970 | 0 | 1 |
_aReferences, _p21. |
| 970 | 1 | 2 |
_tDefining relationship marketing, _p25. |
| 970 | 0 | 1 |
_aIntroduction, _p26. |
| 970 | 1 | 1 |
_tBoundaries of relationships, _p26. |
| 970 | 1 | 1 |
_tA dyadic concept: the interaction approach, _p29. |
| 970 | 1 | 1 |
_tApplication of a dyadic concept: customer relationship management (CRM), _p31. |
| 970 | 1 | 1 |
_tMini-case: LEGO-positioning to die for?, _p33. |
| 970 | 1 | 1 |
_tA chain of relationships, _p34. |
| 970 | 1 | 1 |
_tNetwork approaches, _p34. |
| 970 | 1 | 1 |
_tMini-case: IKEA, _p35. |
| 970 | 1 | 1 |
_tA typologoy for relationships, _p41. |
| 970 | 1 | 1 |
_tMini-case: strategic business partnerships, _p43. |
| 970 | 1 | 1 |
_tA classification system for RM, _p44. |
| 970 | 0 | 1 |
_aChapter summary, _p48. |
| 970 | 0 | 1 |
_aFurther reading, _p49. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: can virgin media turn around NTL's customer care record?, _p49. |
| 970 | 0 | 1 |
_aReferences, _p51. |
| 970 | 1 | 2 |
_tAn overview of industrial marketing and supply relationships, _p52. |
| 970 | 0 | 1 |
_aIntroduction, _p53. |
| 970 | 1 | 1 |
_tAn overview of industrial marketing, _p54. |
| 970 | 1 | 1 |
_tDevelopments in industrial markets, _p56. |
| 970 | 1 | 1 |
_tIndustrial buyer behavior, _p58. |
| 970 | 1 | 1 |
_tRelational development cycles, _p64. |
| 970 | 1 | 1 |
_tSupply relationships, _p67. |
| 970 | 1 | 1 |
_tMini-case: Boeing's dreamliner, _p68. |
| 970 | 1 | 1 |
_tAdding value through relationships, _p70. |
| 970 | 0 | 1 |
_aChapter summary, _p72. |
| 970 | 0 | 1 |
_aFurther reading, _p72. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: Sony, _p73. |
| 970 | 0 | 1 |
_aReferences, _p75. |
| 970 | 1 | 2 |
_tService marketing and relational perspectives, _p78. |
| 970 | 0 | 1 |
_aIntroduction, _p79. |
| 970 | 1 | 1 |
_tLooking across the services spectrum, _p80. |
| 970 | 1 | 1 |
_tService marketing theory and relationship focus, _p81. |
| 970 | 1 | 1 |
_tRelational dimensions in service formats, _p83. |
| 970 | 1 | 1 |
_tQualities of services and relationship elements, _p86. |
| 970 | 1 | 1 |
_tTrust-building in service, _p88. |
| 970 | 1 | 1 |
_tFocus on service interaction, _p90. |
| 970 | 1 | 1 |
_tMini-case: Emirates Airline-book your flight and your bed, _p91. |
| 970 | 1 | 1 |
_tFocus on service behavior-critical to relationships, _p93. |
| 970 | 1 | 1 |
_tMini-case: £6.4 bilion spent in UK on eating out in pubs, _p94. |
| 970 | 1 | 1 |
_tFocus on service personnel as relationship builders, _p99. |
| 970 | 0 | 1 |
_aChapter summary, _p100. |
| 970 | 0 | 1 |
_aFurther reading, _p100. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: Aegon insurance: gaining commitment of corporate clients, _p101. |
| 970 | 0 | 1 |
_aReferences, _p102. |
| 970 | 1 | 2 |
_tInterpersonal relationships and trust, _p105. |
| 970 | 0 | 1 |
_aIntroduction, _p106. |
| 970 | 1 | 1 |
_tThe customer-employee relationship and relational mediators, _p107. |
| 970 | 1 | 1 |
_tMini-case: hotel employee of the year, _p113. |
| 970 | 1 | 1 |
_tMini-case: David Lloyd leisure centres and their customer retention classes, _p115. |
| 970 | 1 | 1 |
_tEmployees and relational quality, _p116. |
| 970 | 1 | 1 |
_tMini-case: TNT express worldwid-cascading benefits to the customer, _p118. |
| 970 | 1 | 1 |
_tInternal relationship marketing, _p119. |
| 970 | 0 | 1 |
_aChapter summary, _p122. |
| 970 | 0 | 1 |
_aFurther reading, _p122. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: British Airways Heathrow flights grounded by dispute at gate gourmet, _p122. |
| 970 | 0 | 1 |
_aReferences, _p124. |
| 970 | 1 | 2 |
_tMid-part review-critical focus on relationship marketing, _p127. |
| 970 | 1 | 1 |
_tEvidence of customer orientation, _p127. |
| 970 | 1 | 1 |
_tHow do we characterize the dominant legacy of RM in current markets?, _p128. |
| 970 | 1 | 1 |
_tDatabased customer management focus-restrictive in terms of RM, _p129. |
| 970 | 1 | 1 |
_tOveruse of behavioural loyalty programmes as epitome of RM, _p130. |
| 970 | 1 | 1 |
_tProgrammes as epitome of RM, _p130. |
| 970 | 1 | 1 |
_tReduction to a dominant simplistic representation, _p130. |
| 970 | 1 | 1 |
_tHas the philosophy behind RM become tired and tainted?, _p130. |
| 970 | 1 | 1 |
_tMobility and co-production, _p131. |
| 970 | 0 | 1 |
_aReferences, _p132. |
| 970 | 1 | 2 |
_tMobilizing information in relationships, _p133. |
| 970 | 0 | 1 |
_aIntroduction, _p134. |
| 970 | 1 | 1 |
_tMobilizing information for competitive advantage, _p135. |
| 970 | 1 | 1 |
_tOrganizational learning, _p137. |
| 970 | 1 | 1 |
_tMini-case: the knowledge machine at nucor steel, _p139. |
| 970 | 1 | 1 |
_tIndividual learning, _p140. |
| 970 | 1 | 1 |
_tMini-case: the old vicarage hotel: learning in a small service organization, _p142. |
| 970 | 1 | 1 |
_tImplications of information and knowledge management for marketing relationships: inter-organizational learning, _p144. |
| 970 | 0 | 1 |
_aChapter summary, _p147. |
| 970 | 0 | 1 |
_aFurther reading, _p147. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: the great British outdoot market, _p147. |
| 970 | 0 | 1 |
_aReferences, _p148. |
| 970 | 1 | 2 |
_tNew media technology: mediating relationship development, _p152. |
| 970 | 0 | 1 |
_aIntroduction, _p153. |
| 970 | 1 | 1 |
_tInformation-based competition: strategic awareness and level of interactivity, _p154. |
| 970 | 1 | 1 |
_tEncouraging dynamicsm of websites-online showrooms of companies' commitment to customers, _p156. |
| 970 | 1 | 1 |
_tMini-case: Hewlett Packard and intertek-major upgrades to website to drive customer relationships, _p157. |
| 970 | 1 | 1 |
_tIdentifying areas of potential personalization and customization-giving customers more control, _p159. |
| 970 | 1 | 1 |
_tAcknowledging increased customer role-implications, _p160. |
| 970 | 1 | 1 |
_tEvolving cues for trust and sources for trust, _p162. |
| 970 | 1 | 1 |
_tSearch engine marketing and relationship development, _p165. |
| 970 | 1 | 1 |
_tMini-case: zoom and go, _p169. |
| 970 | 0 | 1 |
_aChapter summary, _p172. |
| 970 | 0 | 1 |
_aFurther reading, _p173. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions: silkflowers.com, _p173. |
| 970 | 0 | 1 |
_aReferences, _p174. |
| 970 | 1 | 2 |
_tCustomer-generated media, social networks and relationship development, _p177. |
| 970 | 0 | 1 |
_aIntroduction, _p178. |
| 970 | 1 | 1 |
_tNew communication possibilities online, _p179. |
| 970 | 1 | 1 |
_tCustomer-centric services, _p180. |
| 970 | 1 | 1 |
_tFrom transactional offerings to co-development in services, _p181. |
| 970 | 1 | 1 |
_tMini-case: real.com (1), _p182. |
| 970 | 1 | 1 |
_tSelf-customization and relationship development, _p183. |
| 970 | 1 | 1 |
_tSocial processes of content sharing and relationship elements, _p185. |
| 970 | 1 | 1 |
_tCustomer-generated media (blogs, podcasts, forums, chat rooms), _p185. |
| 970 | 1 | 1 |
_tMini-case: small world labs, _p187. |
| 970 | 1 | 1 |
_tMini-case: Hewlett-Packard-development of CGM, _p189. |
| 970 | 1 | 1 |
_tMini-case: Real.com (2), _p191. |
| 970 | 0 | 1 |
_aChapter summary, _p194. |
| 970 | 0 | 1 |
_aFurther reading, _p194. |
| 970 | 0 | 1 |
_aEnd of chapter case and key questions, _p194. |
| 970 | 0 | 1 |
_aReferences, _p196. |
| 970 | 1 | 2 | _tPart two context for relationship development. |
| 970 | 0 | 1 |
_aIntroduction to contexts, _p201. |
| 970 | 1 | 1 |
_tContext 1: professional services (b2b) whitesides LLP and the corporate legal services market, _p203. |
| 970 | 1 | 1 |
_tContext 2: travel services (b2c) travelsphere and customer retention in a competitive market, _p208. |
| 970 | 1 | 1 |
_tContext 3: sports management (b2c) Leicester Tigers Rugby Club-building loyalty, _p212. |
| 970 | 1 | 1 |
_tContext 4: professional supply relationship (b2b) A supply relationship between an organization and its advertising agencies, _p216. |
| 970 | 1 | 1 |
_tContext 5: utility services (b2c) British gas residential and the impact of consumer power, _p220. |
| 970 | 1 | 1 |
_tContext 6: virtual services (c2c) customer roles and brand relationships in mini online brand community, _p224. |
| 970 | 1 | 1 |
_tContext 7: non-profit context (c2c) the influence of social networking on loyalty-race for life blog, _p230. |
| 999 |
_c4378 _d4378 |
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| 003 | KOHA | ||