Hougaard, Soren
The Relationship Marketer [electronic resource] - 2nd ed. - New York : Springer Nov. 2009
License restrictions may limit access.
Annotation In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities."The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Scholarly & Professional Springer
9783642032424 3642032427 (Trade Cloth) USD 69.95 Retail Price (Publisher) = The Relationship Marketer
9783642032424
3642032427 00024965
HF5415.55
658.812
The Relationship Marketer [electronic resource] - 2nd ed. - New York : Springer Nov. 2009
License restrictions may limit access.
Annotation In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities."The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Scholarly & Professional Springer
9783642032424 3642032427 (Trade Cloth) USD 69.95 Retail Price (Publisher) = The Relationship Marketer
9783642032424
3642032427 00024965
HF5415.55
658.812