A Consumer Experience Approach (Sage Advanced Marketing Series)
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|Format:||Paperback, 216 pages|
|Other Information: ||illustrations|
|Published In: ||United Kingdom, 20 April 2010|
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 the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the 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 analyzing 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 - or based on - an in-depth case study, many of which are drawn from the authors' research.
Table of Contents
PART ONE: 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? PART TWO: RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE Frameworks for Analyzing 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
About the Author
Dr. Tony Conway was a member of the team that held the national Marketing Education Group conference in 1992 and was joint editor of the proceedings. He has produced journal articles, textbook contributions and conference papers on public sector and general services marketing and he am on the Editorial and Review Boards for a number of academic journals. He is presently heavily involved in research into the role of relationship marketing within the Health Care and Higher Education Sectors. Gary Warnaby is a senior lecturer in marketing at the University of Liverpool Management School in the UK. Drawing on a variety of academic disciplines, including social and cultural geography, architecture, sociology and public administration - as well as more traditional management sub-disciplines - his research interests include the marketing of places (in particular the marketing of towns and cities as retail destinations, the marketing and management of the urban experience, and the representation of places in marketing communications activities), town-centre management, and retailing more generally. Results of this research have been published in academic journals including Environment and Planning A, Journal of Marketing Management, European Journal of Marketing, Cities, Local Economy, Area, Marketing Theory and the International Review of Retail, Distribution and Consumer Research, as well as a variety of professional and trade publications. He as a co-author of the recently-published Relationship Marketing: A Consumer Experience Perspective
'The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student' - Professor Angus Laing, Dean of Business and Economics, Loughborough University
'The authors have to be congratulated for bringing relationship marketing into the 21st century by incorporating key concepts such as service-dominant logic, social networks, and consumer experience modellng. The effort is highly commendable as the insights from the book are substantive for a varied readership' - Thorsten Gruber, Lecturer (Assistant Professor) in Marketing and Service Management, Manchester Business School
|Publisher: ||SAGE Publications Ltd|
|Dimensions: ||24.0 x 17.0 x 1.0 centimeters (0.39 kg)|