Steve Baron & Tony Conway 
Relationship Marketing [EPUB ebook] 
A Consumer Experience Approach

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. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing.

 

Topics examined include: frameworks for analyzing 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 – or based on – an in-depth case study, many of which are drawn from the authors′ research.

สารบัญ

PART ONE: RELATIONSHIP MARKETING: THE STATE OF THE ART

Origins and History of Relationship Marketing

Relationship Marketing Themes

Customer Retention and Loyalty

Relationship Marketing

A Change in Perspective?

PART TWO: RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE

Frameworks for Analyzing 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

CONCLUSION

Conclusions

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Gary Warnaby is a senior lecturer in marketing at the University of Liverpool Management School in the UK. Drawing on a variety of academic disciplines, including social and cultural geography, architecture, sociology and public administration – as well as more traditional management sub-disciplines – his research interests include the marketing of places (in particular the marketing of towns and cities as retail destinations, the marketing and management of the urban experience, and the representation of places in marketing communications activities), town-centre management, and retailing more generally. Results of this research have been published in academic journals including Environment and Planning A, Journal of Marketing Management, European Journal of Marketing, Cities, Local Economy, Area, Marketing Theory and the International Review of Retail, Distribution and Consumer Research, as well as a variety of professional and trade publications.  He as a co-author of the recently-published Relationship Marketing: A Consumer Experience Perspective