The Relationship Marketer

Rethinking Strategic Relationship Marketing

Authors: Hougaard, Soren, Bjerre, Mogens

  • 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
  • Provides innovative, useful and hands-on models, typologies and tools
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Buy this book

eBook $59.99
price for USA (gross)
  • ISBN 978-3-642-03243-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $79.99
price for USA
  • ISBN 978-3-642-03242-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $79.99
price for USA
  • ISBN 978-3-642-44420-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.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)

Table of contents (10 chapters)

  • The Relationship Aspect of Marketing

    Hougaard, Søren (et al.)

    Pages 15-33

  • A Systematic Approach to the Buyer-Seller Relationships

    Hougaard, Søren (et al.)

    Pages 35-46

  • The Economics of Customer Relationships

    Hougaard, Søren (et al.)

    Pages 47-64

  • Customer Loyalty and Business Economics

    Hougaard, Søren (et al.)

    Pages 65-83

  • The Driving Forces of Customer Relationships

    Hougaard, Søren (et al.)

    Pages 85-106

Buy this book

eBook $59.99
price for USA (gross)
  • ISBN 978-3-642-03243-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $79.99
price for USA
  • ISBN 978-3-642-03242-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $79.99
price for USA
  • ISBN 978-3-642-44420-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Relationship Marketer
Book Subtitle
Rethinking Strategic Relationship Marketing
Authors
Copyright
2009
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-03243-1
DOI
10.1007/978-3-642-03243-1
Hardcover ISBN
978-3-642-03242-4
Softcover ISBN
978-3-642-44420-3
Edition Number
2
Number of Pages
XIII, 223
Additional Information
Originally published with the title: Strategic Relationship Marketing
Topics