Strategic Relationship Marketing

Strategic Relationship Marketing

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There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more profit and value for the company than do qnegotiating powerq and qmarket dominanceq. This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.1. 1.8: Scandinavian. Airlines. System. -. Turning. around. a. Supertanker. by. Relationship. Marketing. The Back Against the Wall The oil crises of the I 970s and a worldwide recession at the end of the decade had cut deeply into the airlineanbsp;...

Title:Strategic Relationship Marketing
Author:Søren Hougaard, Mogens Bjerre
Publisher:Springer Science & Business Media - 2002-01-01


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