The Relationship Marketer Rethinking Strategic Relationship Marketing /

• Main Authors: Hougaard, Søren (Author), Bjerre, Mogens (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2009.
• Edition: Second Edition.
• Subjects: Business.; Marketing.; Customer relations > Management.; Business and Management.; Customer Relationship Management.

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...

Table of Contents:

• The Relationship Aspect of Marketing
• A Systematic Approach to the Buyer-Seller Relationships
• The Economics of Customer Relationships
• Customer Loyalty and Business Economics
• The Driving Forces of Customer Relationships
• Supplier Relationship Levels — Consequences and Contents
• Relationships in Different Environments
• The Individualised Approach to Relationships
• The Sales Centre
• Relationship Marketing Strategy.