Relationship Marketing: A Consumer Experience Approachby Steve Baron, Tony Conway and Gary Warnaby SAGE Publications Ltd
- Pub Date:
- Pbk 216 pages
- AU$89.00 NZ$93.04
AU$71.00 | NZ$81.30
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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 the experiences of gap year travel, to text messaging behaviour, and to using the British Library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing.
Topics examined include: frameworks for analysing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the Creative consumer. Each chapter is supported by an in-depth case study.
RELATIONSHIP MARKETING: THE STATE OF THE ART
Origins and History of Relationship Marketing
CASE STUDY 1: Political Marketing Then and Now: A Focus on Barack Obama's 2008 Presidential Campaign
Relationship Marketing Themes
CASE STUDY 2: Contact Theatre: A Successful 'Relationship Focused' Subsidised Theatre
Customer Retention and Loyalty
CASE STUDY 3: The Royal Exchange Theatre Season Ticket Scheme
A Change in Perspective?
CASE STUDY 4: Brunel's SS Great Britain
RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE
Frameworks for Analysing the Consumer Experience
Use and Integration
Introducing Consumer Experience Modeling
Consumer Experience Modeling
Value Enhancers and Inhibitors
Communities within 'Experiential Networks'
C2C Exchanges and Relationships
Professor Angus Laing, Dean of Business and Economics,
'The authors have to be congratulated for bringing relationship marketing into the 21st century by incorporating key concepts such as service-dominant logic, social networks, and consumer experience modellng. The effort is highly commendable as the insights from the book are substantive for a varied readership' - Thorsten Gruber, Lecturer (Assistant Professor) in Marketing and Service Management,
Manchester Business School
Tony Conway - University of Salford
Gary Warnaby - University of Liverpool