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Books > Business & Economics > Business & management > Sales & marketing
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Relationship Marketing - A Consumer Experience Approach (Hardcover)
Loot Price: R4,902
Discovery Miles 49 020
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Relationship Marketing - A Consumer Experience Approach (Hardcover)
Series: SAGE Advanced Marketing Series
Expected to ship within 10 - 15 working days
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The relationship between a market and a consumer is complex. Far
from simply an exchange of services there is an often complex
transaction of feeling, meaning and experience. How does the study
of relationship marketing interpret this? In this exciting new book
the authors explore the factors of relationship marketing in its
contemporary context, with the consumer in mind. From the
experience of a football club supporter to experiences of gap year
travel, to text messaging behaviour, and to using the library, the
focus of this text is on the consumer perspective. From this angle,
issues of relationship marketing, and its management, take on a new
and exciting bearing. Topics examined include: frameworks for
analyzing the consumer experience; consumer communities; issues of
customer loyalty; the impact of ICT on relationship marketing; and
the creative consumer. Each chapter is supported by - or based on -
an in-depth case study, many of which are drawn from the authors'
research.
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