Description
The Relationship Marketer (2nd Ed., 2nd ed. 2009)
Rethinking Strategic Relationship Marketing
Authors: Hougaard Soren, Bjerre Mogens
Language: EnglishSubject for The Relationship Marketer:
Approximative price 52.74 €
In Print (Delivery period: 15 days).
Add to cart the book of Hougaard Soren, Bjerre MogensPublication date: 11-2014
223 p. · 15.5x23.5 cm · Paperback
Approximative price 52.74 €
Subject to availability at the publisher.
Add to cart the book of Hougaard Soren, Bjerre MogensPublication date: 11-2009
223 p. · 15.5x23.5 cm · Hardback
Description
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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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Focuses on the concept of dyadic, i.e. mutual, thinking as a fundamental principal in marketing
Presents a complete framework for analysis and strategy development in customer relationships
Innovative, useful and hands-on models, typologies and tools
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