Relationship marketing: a consumer experience approach

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? Topics examined include: frameworks for analysing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. INDICE: RELATIONSHIP MARKETING: THE STATE OF THE ART / Origins and Historyof Relationship Marketing: CASE STUDY 1: Political Marketing Then and Now: A Focus on Barack Obama's 2008 Presidential Campaign / Relationship Marketing Themes: CASE STUDY 2: Contact Theatre: A Successful 'Relationship Focused' Subsidised Theatre / Customer Retention and Loyalty: CASE STUDY 3: The Royal Exchange Theatre Season Ticket Scheme / Relationship Marketing: A Change in Perspective? CASE STUDY 4: Brunel's SS Great Britain / RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE / Frameworks for Analysing the Consumer Experience / Consumer Resources: Use and Integration / Introducing Consumer Experience Modeling / Consumer Experience Modeling: Value Enhancers and Inhibitors / Communitieswithin 'Experiential Networks' / Social Networks: C2C Exchanges and Relationships / Conclusions

• ISBN: 978-1-4129-3122-9
• Editorial: Sage Publications
• Encuadernacion: Rústica
• Páginas: 224
• Fecha Publicación: 30/04/2010
• Nº Volúmenes: 1
• Idioma: Inglés