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The Relationship Marketer

Rethinking Strategic Relationship Marketing
door Soren Hougaard - Verkocht door Dodax EU
Staat: Nieuw
€ 73,05
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Soren Hougaard The Relationship Marketer
Soren Hougaard - The Relationship Marketer

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Levering: tussen 2020-12-08 en 2020-12-10
Verkoop en verzending: Dodax EU

Beschrijving

In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.
"The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.

Recensie

From the reviews of the second edition:
"There is a solid theoretical grounding for each chapter that would appeal to both executive and postgraduate students. ... book would appeal to industrial marketers as well as business-to-business specialists. The book does an excellent job of explaining marketing ... . book is also a useful primer to those practitioners and consultants wishing to update their knowledge of marketing ... . students would benefit from the concise approach of the authors, this book is highly recommended for the key account or business-to-business marketer." (Mark Glynn, Journal of Product and Brand Management, Vol. 20 (1), 2011)

Annotatie

This book explains how the concept of mutuality is quickly becoming a fundamental principle in marketing. It presents useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.

Medewerkers

Auteur Søren Hougaard

Auteur Mogens Bjerre

Auteur Soren Hougaard

Productdetails

DUIN 3C9F5MEAD6L

GTIN 9783642032424

Verschijningsdatum 09.11.2009

Taal Engels

Pagina-aantallen 223

Product type Boek

Maat 235 x 155 x 155  mm

Gewicht van product 522 g

€ 73,05
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