Relationship Marketing

1. Front Matter

   Pages I-XVII

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2. Basic Issues in Relationship Marketing

   1. Front Matter

      Pages 1-1

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   2. Relationship Marketing — Some Reflections on the State-of-the-Art of the Relational Concept

      • Thorsten Hennig-Thurau, Ursula Hansen

      Pages 3-27

   3. Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers

      • Hermann Diller

      Pages 29-48

   4. Relationship Marketing at Volkswagen

      • Klaus Chojnacki

      Pages 49-58

   5. Relationship Marketing at Loewe Opta

      • Oliver Hupp

      Pages 59-67

3. Strategic Options in Relationship Marketing

   1. Front Matter

      Pages 69-69

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   2. Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs

      • Robert M. Morgan, Tammy N. Crutchfield, Russell Lacey

      Pages 71-87

   3. Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer

      • James G. Barnes

      Pages 89-105

   4. Relationship Marketing Success Through Investments in Services

      • Anton Meyer, Christian Blümelhuber

      Pages 107-125

   5. Relationship Marketing Success Through Investments in Customers

      • Thorsten Hennig-Thurau

      Pages 127-146

   6. Relationship Marketing Success Through Investments in Products — The Case of BSH

      • Matthias Lohrum

      Pages 147-157

4. Personnel as a Key to Relationship Marketing Success

   1. Front Matter

      Pages 159-159

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   2. The Importance of Internal Relationship Marketing for External Relationship Success

      • Veronica Liljander

      Pages 161-192

   3. Internal Marketing and its Consequences for Complaint Handling Effectiveness

      • Kurt Jeschke, Henning S. Schulze, Jack Bauersachs

      Pages 193-216

   4. Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations

      • Stefan Dahle

      Pages 217-230

5. Information and Communication Technologies: The Heart of Relationship Marketing?

   1. Front Matter

      Pages 231-231

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   2. Using New Media for Customer Interaction: A Challenge for Relationship Marketing

      • Bernd Stauss

      Pages 233-253

   3. Enterprise Customer Management: Integrating Corporate and Customer Information

      • Henning Ahlert

      Pages 255-268

6. International Dimensions of Relationship Marketing

   1. Front Matter

      Pages 269-269

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The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market­ ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new­ old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing.

• Beziehungsmarketing
• Brand
• Corporate Identity
• Customer Staisfaction
• Internet
• Kundenbindung
• Kundenzufriedenheit
• Public Relations
• communication
• customer satisfaction
• design
• marketing
• relationship marketing
• retailing
• search engine marketing (SEM)

• Department of Marketing, University of Hannover, Hannover, Germany

  Thorsten Hennig-Thurau, Ursula Hansen

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