Relationship marketing

Advantages

Business success through professional customer relationships. For students and executives in marketing and sales. Awarded the Georg Bergler Prize by GfK and the specialist publisher Handelsblatt for the successful integration of science and practice.

About the Work

Customer relationship leadership is increasingly coming to the forefront as a strategic success factor alongside traditional competitive advantages such as quality and cost leadership. Therefore, relationship marketing – understood as the management of customer relationships – is gaining importance for companies. This book provides a comprehensive overview of the fundamentals of effective and efficient use of relationship marketing for businesses. It develops a systematic management approach and elaborates on all necessary phases of managing customer relationships.

Key focuses include the following aspects:

• Analysis of relationship marketing
• Strategic orientation and operational implementation of relationship marketing
• Implementation and control of relationship marketing
• Institutional peculiarities of relationship marketing

Quote/Testimonial

"Due to the consistent consideration of scientific and practical issues, the book is suitable for both students of economics and executives in marketing and sales." (V. Walter, in: Marketing Review 02/2010, on the 2nd edition 2008)

About the New Edition

Students will find the state-of-the-art in relationship marketing in this book. Practitioners will receive a detailed overview of the management process, numerous success stories, as well as the most important future trends and challenges in relationship marketing. Current developments in relationship marketing are integrated, such as social media communication and customer experience management.

Target Audience

Students of economics.