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Relationship marketing

Author: Palmatier, Robert W. Series: Relevant knowledge series Publisher: Marketing Science Institute, 2008.Language: EnglishDescription: 142 p. : Graphs/Ill. ; 23 cm.ISBN: 9780965711494Type of document: BookBibliography/Index: Includes bibliographical references and glossary
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.55 .P35 2008
(Browse shelf)
Available 001240580
Total holds: 0

Includes bibliographical references and glossary


Relationship Marketing Contents Foreword Acknowledgments Executive Summary Introduction VII VIII IX XIII A Theoretical Perspective of Relationship Marketing 1 What Is Relationship Marketing? Definition Overlap with Other Marketing Domains Historical Perspective 2 How Does Relationship Marketing Work? Evolution of Relationship Marketing Theory Interfirm Relationship Marketing Theory Interpersonal Relationship Marketing Theory Multilevel Relationships 3 How Do Relationships Change over Time? Relationship Lifecycle Stages Dynamic View of Relationships 3 3 5 9 13 13 20 26 31 35 35 38 An Applied Perspective of Relationship Marketing 4 Understanding Relationship Marketing's Financial Impact Linking Relationship Marketing to Financial Outcomes Measuring Relationships and Financial Impact 43 43 49 5 Building and Maintaining Strong Relationships Drivers of Customer Relationships Relationship Marketing Programs Organizational Elements and Business Processes 6 Targeting and Adapting Relationship Marketing Strategies Customer Factors Seller Factors Multilevel Relationship Factors Environmental Factors 7 Enhancing Performance Through Best Practice How to Build and Maintain Strong Customer Relationships How to Adapt and Target Relationship Marketing 8 Future Research Directions and Topics Measuring Relational Assets Relationship Antecedents Relationship Outcomes Multilevel and Intergroup Relationships Negative Effects of Relationship Marketing Relationship Dynamics Relationship Marketing Boundary Conditions and Context Effects Relationship Marketing Theory Alternative Research Methods Glossary Appendix Notes References About the Author About MSI Related MSI Working Papers 55 56 62 67 71 71 79 8o 82 85 85 90 93 93 93 94 95 96 96 97 98 99 101 106 117 119 137 139 141

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