Overview
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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Table of contents (10 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Reviews
From the reviews of the second edition:
“There is a solid theoretical grounding for each chapter that would appeal to both executive and postgraduate students. … book would appeal to industrial marketers as well as business-to-business specialists. The book does an excellent job of explaining marketing … . book is also a useful primer to those practitioners and consultants wishing to update their knowledge of marketing … . students would benefit from the concise approach of the authors, this book is highly recommended for the key account or business-to-business marketer.” (Mark Glynn, Journal of Product and Brand Management, Vol. 20 (1), 2011)Authors and Affiliations
Bibliographic Information
Book Title: The Relationship Marketer
Book Subtitle: Rethinking Strategic Relationship Marketing
Authors: Søren Hougaard, Mogens Bjerre
DOI: https://doi.org/10.1007/978-3-642-03243-1
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag Berlin Heidelberg 2009
Hardcover ISBN: 978-3-642-03242-4Published: 09 November 2009
Softcover ISBN: 978-3-642-44420-3Published: 29 November 2014
eBook ISBN: 978-3-642-03243-1Published: 14 March 2010
Edition Number: 2
Number of Pages: XIII, 223
Additional Information: Originally published with the title: Strategic Relationship Marketing