Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 … Plus…
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. .; PDF; Business,Finance and Law > Business & management > Sales & marketing, Springer Berlin Heidelberg<
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Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 … Plus…
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. . Books > Business and Management eBook, Springer Shop<
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Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 … Plus…
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. . BUSINESS & ECONOMICS,Marketing,General, eBooks.com<
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Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 … Plus…
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. .; PDF; Business,Finance and Law > Business & management > Sales & marketing, Springer Berlin Heidelberg<
No. 9783540248132. Frais d'envoiInstock, Despatched same working day before 3pm, zzgl. Versandkosten., Livraison non-comprise
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 … Plus…
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. . Books > Business and Management eBook, Springer Shop<
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Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 … Plus…
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. . BUSINESS & ECONOMICS,Marketing,General, eBooks.com<
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Informations détaillées sur le livre - Strategic Relationship Marketing
EAN (ISBN-13): 9783540248132 Date de parution: 2013 Editeur: Springer Berlin Heidelberg
Livre dans la base de données depuis 2016-11-27T10:47:39+01:00 (Paris) Page de détail modifiée en dernier sur 2023-02-03T05:13:05+01:00 (Paris) ISBN/EAN: 9783540248132
ISBN - Autres types d'écriture: 978-3-540-24813-2 Autres types d'écriture et termes associés: Auteur du livre: bjerre, hougaard Titre du livre: relationship marketing
Données de l'éditeur
Auteur: Soren Hougaard; Mogens Bjerre Titre: Strategic Relationship Marketing Editeur: Springer; Springer Berlin 371 Pages Date de parution: 2013-11-01 Berlin; Heidelberg; DE Langue: Anglais 85,59 € (DE) 88,00 € (AT) 106,50 CHF (CH) Available 371 p. 21 illus.
EA; E107; eBook; Nonbooks, PBS / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Verstehen; Relationship Economics; Relationship Marketing; Relationship Strategies; business; marketing; strategy; C; Marketing; Management; Marketing; Management; Business and Management; Management und Managementtechniken; BC
Tabel of Content.- I — The Value of Relationships.- 1. Understanding Buyer-Seller Relationships.- 2. A Systematic Approach to Buyer-Seller Relationships.- 3. Discovering the Economics of Customer Relationships.- 4. Customer Loyalty and the Effect on Business Economics.- II — Preconditions for Building Successful Relationships.- 5. Understanding the Driving Forces of Customer Relationships.- 6. Supplier Relationship Levels — Consequences and Contents.- 7. Relationships in Different Environments.- III — Relationship Marketing Strategies.- 8. The Individualised Approach to Relationships.- 9. Generic Relationship Marketing Strategies.- 10. Risks and Benefits of Relationships.- 11. Cases.- Abbreviations.- Index of subjects.
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