TY  - BOOK
AU  - Baron, Steve 
AU  - Conway, Tony 
AU  - Warnaby, Gary 
TI  - Relationship marketing : : a consumer experience approach 
T2  - Sage Advanced Marketing Series
SN  - 9781412931229
AV  - HF 5415.55 .B37 2010 
PY  - 2010///
CY  - London
PB  - Sage Publications, 
KW  - CUSTOMER RELATIONS
KW  - RELATIONSHIP MARKETING
N1  - Includes index; Origins and history of relationship marketing -- 
Relationship marketing themes -- 
Customer retention and loyalty -- 
Relationship marketing: a change in perspective? -- 
Frameworks for analysing the consumer experience -- 
Consumer resources: use and integration -- 
Introducing consumer experience modelling -- 
Consumer experience modelling: value enhancers and inhibitors -- 
Communities within 'experiential networks' -- 
Social networks: C2C exchanges and relationships -- 
Issues for the future

N2  - The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning, and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective.
ER  -