Relationship Marketing : A Consumer Experience Approach

by Steve Baron

• ISBN13: 9781412931212
• ISBN10: 1412931215
• Format: Hardcover
• Copyright: 2010-05-05
• Publisher: SAGE Publications Ltd

Summary

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 a the consumer in mind; from the experience of a football club supporter to the experiences of gap year travel, to text messaging behaviour, and to using the British 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 analysing 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 an in-depth case study.

Table of Contents

Relationship Marketing: The State of The Art

Origins and History of Relationship Marketing

Relationship Marketing Themes

Customer Retention and Loyalty

Relationship Marketing

A Change in Perspective?

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

Communities within 'Experiential Networks'

Social Networks

C2C Exchanges and Relationships

Conclusion

Conclusions

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