Managing Market Relationships

Methodological and Empirical Insights

Business & Finance, Management & Leadership, Management
Cover of the book Managing Market Relationships by Adam Lindgreen, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Adam Lindgreen ISBN: 9781351153300
Publisher: Taylor and Francis Publication: November 28, 2017
Imprint: Routledge Language: English
Author: Adam Lindgreen
ISBN: 9781351153300
Publisher: Taylor and Francis
Publication: November 28, 2017
Imprint: Routledge
Language: English

Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage. Despite this, the benefits of relationship marketing remain uncertain, and efforts in this arena often fail. Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. The book offers guidance on how to develop, involve, and evaluate management and employees in relationship-building market activities. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing. This timely and comprehensively researched book is essential reading for researchers, those involved in the professional training and development of marketers, and higher level students and practitioners who will want to learn more about relationship marketing, relevant research methodologies and how to use sound managerial models and tools.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage. Despite this, the benefits of relationship marketing remain uncertain, and efforts in this arena often fail. Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. The book offers guidance on how to develop, involve, and evaluate management and employees in relationship-building market activities. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing. This timely and comprehensively researched book is essential reading for researchers, those involved in the professional training and development of marketers, and higher level students and practitioners who will want to learn more about relationship marketing, relevant research methodologies and how to use sound managerial models and tools.

More books from Taylor and Francis

Cover of the book Free-Thought in the Social Sciences (Routledge Revivals) by Adam Lindgreen
Cover of the book What I Believe by Adam Lindgreen
Cover of the book Conflict and Peace Building in Divided Societies by Adam Lindgreen
Cover of the book Can You Help Me? by Adam Lindgreen
Cover of the book The Two Nations by Adam Lindgreen
Cover of the book The Clinical Interpretation of MMPI-2 by Adam Lindgreen
Cover of the book Using History to Develop Thinking Skills at Key Stage 2 by Adam Lindgreen
Cover of the book Elizabeth I and Foreign Policy, 1558-1603 by Adam Lindgreen
Cover of the book Current Controversies in Epistemology by Adam Lindgreen
Cover of the book Punk in Russia by Adam Lindgreen
Cover of the book Personality, Human Development, and Culture by Adam Lindgreen
Cover of the book Shakespeare's Hamlet bound with The Problem of Hamlet by Adam Lindgreen
Cover of the book Reframing Photography by Adam Lindgreen
Cover of the book Talking and Learning in Groups by Adam Lindgreen
Cover of the book Water for Food in a Changing World by Adam Lindgreen
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy