Relationship marketing : a consumer experience approach / Steve Baron, Tony Conway and Gary Warnaby

By:

Baron, Steve [author]

Contributor(s):

Material type: Text

TextSeries: Sage Advanced Marketing SeriesPublication details: London : Sage Publications, c2010.Description: viii, 202 pages : illustrations ; 24 cmISBN:

9781412931229

Subject(s):

LOC classification:

HF 5415.55 .B37 2010

Contents:

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.

Summary: 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.

Item type:

Books

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Holdings
Item type	Current library	Home library	Collection	Call number	Copy number	Status	Date due	Barcode
Books	National University - Manila	LRC - Annex II General Circulation	Gen. Ed. - CBA	GC HF 5415.55 .B37 2010 (Browse shelf(Opens below))	c.1	Available		NULIB000020344

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.

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.

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