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Books > Business & Economics > Business & management > Management & management techniques
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Managing Market Relationships - Methodological and Empirical Insights (Paperback)
Loot Price: R1,077
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Managing Market Relationships - Methodological and Empirical Insights (Paperback)
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Sole reliance on traditional marketing practices can cost a lot of
money for little gain. That's why establishing, developing, and
maintaining market relationships with customers and other
stakeholders is often hailed as an effective means to achieve a
sustained competitive market advantage. Despite this, the benefits
of relationship marketing remain uncertain, and efforts in this
arena often fail. Managing Market Relationships explains what
relationship marketing entails, how it is implemented, how it
evolves, and how it is controlled. Building on research with
colleagues, Adam Lindgreen argues that companies must add value -
either through their products and services or through their
relationships, networks, and interactions. Readers are introduced
to the buyer-seller market exchange model that recognizes the
importance of relationship marketing but argues that it should
co-exist with traditional marketing. The book offers guidance on
how to develop, involve, and evaluate management and employees in
relationship-building market activities. To avoid the
one-size-fits-all approach to relationships, that so often leads to
the premature death of managers' efforts, a relationship management
assessment tool is provided that helps companies to question,
identify, and prioritize critical aspects of relationship
marketing. This timely and comprehensively researched book is
essential reading for researchers, those involved in the
professional training and development of marketers, and higher
level students and practitioners who will want to learn more about
relationship marketing, relevant research methodologies and how to
use sound managerial models and tools.
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