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Relationship Marketing

Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention. Auflage 2000. 80…
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The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfactio … weiterlesen
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Produktdetails

Titel: Relationship Marketing
Autor/en: Thorsten Hennig-Thurau, Ursula Hansen

ISBN: 3540669426
EAN: 9783540669425
Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention.
Auflage 2000.
80 Abbildungen, 24 Tabellen.
Sprachen: Deutsch Englisch.
Herausgegeben von Thorsten Hennig-Thurau, Ursula Hansen
Springer-Verlag GmbH

24. Januar 2000 - gebunden - XVIII

Beschreibung

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Inhaltsverzeichnis

Basic Issues in Relationship Marketing: T. Hennig-Thurau, U. Hansen: Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept.- Introduction;
Where We are Today: Important Findings;
Looking Ahead: Some Emerging Perspectives;
Concluding Remarks;
H. Diller: Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- Loyalty and Relationship Marketing;
Conceptionalization of Customer Bonding and Loyalty;
The Economic Effects of Customer Loyalty;
The Quality of Loyalty;
The Degree of Loyalty: Empirical Impressions;
Motivators and Demotivators of Loyalty;
Principles of Relationship Marketing;
K. Chojnacki: Relationship Marketing at VOLKSWAGEN.- Introduction;
Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change;
Quality not Quantity - What Kind of Information is Needed for Relationship Marketing?;
Giving Customers Reasons to Stay Loyal;
The VOLKSWAGEN Club and Card Concept: Managing Relationships on a One-to-One Basis;
Effective Database Management Must be Part of Relationship Marketing;
Conclusion;
O. Hupp: Relationship Marketing at LOEWE OPTA.- A Brief Introduction to LOEWE OPTA;
Relationship Marketing - The LOEWE Perspective;
Summary and Outlook;
Strategic Options in Relationship Marketing: R. Morgan, T. Crutchfield;
R. Lacey: Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- Introduction;
Retention Programs and Sustainable Competitive Advantage;
Behaviors vs. Attitudes: The Implications for Customer Loyalty;
The Relationship-Based Customer Retention Program: Building Trust and Loyalty Through the Economic;
Resource, and Social Content of Marketing Relationships;
J. Barnes: Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- Introduction;
Customer Relationships;
Research Propositions;
Methodology and Operationalization;
Results;
Conclusions and Implications;
A. Meyer, C. Blümelhuber: Relationship Marketing Success Through Investments in Services.- About a Little Bicycle Shop and a Great Model: 'Let WALMART Come - I`m Ready';
Customer Loyalty: The Term and its Use;
Value-Added Services and their Contribution to Customer Loyalty;
Selected Strategic Questions: 'Which' and 'How';
Conclusion: Is Service the Most Important Factor?;
T. Hennig-Thurau: Relationship Marketing Success Through Investments in Customers.- Introduction;
The Concept of Investments in Customers: Increasing Customer Skills;
The Influence of Increased Customer Skills on Relationship Quality in Markets for Consumer Goods;
Empirical Results;
Discussion of Results and Some Steps Toward the Development of a Broader Perspective;
Summary and Outlook;
M. Lohrum: Relationship Marketing Success Through Investments in Products - The Case of BSH.- Product Design in the Era of Relationship Marketing: Where We Stand Today;
User-Friendly and Barrier-Free Products for All: Using 'Handicapped' Individuals as a Reference Point;
BSH Opinions and Objectives;
Establishing BSH Benchmarks;
Implementation in Product Design;
Conclusion;
Personnel as a Key to Relationship Marketing Success: V. Liljander: The Importance of Internal Relationships Marketing for External Relationship Success.- Background;
Customer Relationships;
Employee Relationships;
Discussion;
K. Jeschke, H. Schulze, J. Bauersachs: Internal Marketing and its Consequences for Complaint Handling Effectiveness.- Conceptional Framework;
Complaint Management and Internal Marketing: The Expression of a Customer and Employee-Oriented Marketing Concept;
Internal Marketing Approaches for Promoting Effective Complaint Management;
Conclusion;
S. Dahle: Increasing Customer Satisfaction through the Empowerment of Service Personnel in Retailing Organizations.-
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