Relationship Marketing: Dialogue and Networks in the E–Commerce Era - Softcover

Varey, Richard J.

Softcover

ISBN 10: 0470843411 ISBN 13: 9780470843413

Publisher: John Wiley & Sons, 2002

Synopsis

This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value–laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e–commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e–commerce, corporate communications, and knowledge management.

About this title

Review

"...an excellent review of research into relationship marketing and its impact on marketing concepts." (Times Higher Education Supplement, 28 February 2003)

From the Back Cover

Relationship Marketing: Dialogue and Networks in the E–Commerce Era is based on ten years of consulting experience and academic study. The unique contribution of this book is the particular and careful emphasis on the understanding of human trading relationships as central to relationship marketing. Contemporary Relationship Marketing is explained as a business strategy within a management framework that integrates marketing, e–commerce, corporate communication, and knowledge management. A reconsideration of relationship marketing in the light of recent innovative thinking and the emerging new economy presents the other side of the coin – communication as the mode of inter–action, and relationships as the shared context for meaning–making. This book develops the management framework for responsive and responsible communicative interaction in an integrated corporate management system. The question of information & communication technology (ICT) as enabler and facilitator of Relationship Marketing is addressed, using a varied range of case studies to illustrate developments in principle, policy, and practice.

Relationship Marketing: Dialogue and Networks in the E–Commerce Era is particularly relevant for students taking advanced undergraduate, MBA and MSc courses on relationship marketing, marketing management and service management.

A refreshingly critical review of relationship marketing which uses a wide range of theoretical underpinning to reinvigorate the subject. Adrian Palmer, Professor of Services Marketing, University of Gloucestershire

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2002
• ISBN 10: 0470843411
• ISBN 13: 9780470843413
• Binding: Paperback
• Language: English
• Number of pages: 240