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Relationship Marketing: A Consumer Experience Approach

by Steve Baron, Tony Conway and Gary Warnaby SAGE Publications Ltd
Pub Date:
04/2010
ISBN:
9781412931229
Format:
Pbk 216 pages
Price:
AU$89.00 NZ$93.04
Product Status: In Stock Now
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Available as eBook
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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 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.

CONTENTS:
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
Relationship Marketing
A Change in Perspective?
CASE STUDY 4: Brunel's SS Great Britain
RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE
Frameworks for Analysing the Consumer Experience
Consumer Resources
Use and Integration
Introducing Consumer Experience Modeling
Consumer Experience Modeling
Value Enhancers and Inhibitors
Communities within 'Experiential Networks'
Social Networks
C2C Exchanges and Relationships
Conclusions

'The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student' -


Professor Angus Laing, Dean of Business and Economics,
Loughborough University




'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

Steve Baron - University of Liverpool
Tony Conway - University of Salford
Gary Warnaby - University of Liverpool