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notre librairie
Panier
Relationship Marketing, A Consumer Experience Approach
EAN13
9781446200087
Éditeur
SAGE Publications Ltd
Date de publication
Langue
anglais
Fiches UNIMARC
S'identifier

Relationship Marketing

A Consumer Experience Approach

SAGE Publications Ltd

Livre numérique

  • Aide EAN13 : 9781446200087
    • Fichier EPUB, avec DRM Adobe
      Impression

      10 pages

      Copier/Coller

      10 pages

      Partage

      6 appareils

    51.46
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.
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