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• catalog abstract ""We are witnessing a core shift in the focus of marketing away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economics value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing and considers related strategic and instrumental issues."--Jacket.".
• catalog contributor b11633630.
• catalog contributor b11633631.
• catalog created "c2000.".
• catalog date "2000".
• catalog date "c2000.".
• catalog dateCopyrighted "c2000.".
• catalog description ""We are witnessing a core shift in the focus of marketing away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economics value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing and considers related strategic and instrumental issues."--Jacket.".
• catalog description "Basic Issues in Relationship Marketing -- Relationship Marketing -- Some Reflections on the State-of-the-Art of the Relational Concept / Thorsten Hennig-Thurau, Ursula Hansen -- Where We are Today: Important Findings -- Looking Ahead: Some Emerging Perspectives -- Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers / Hermann Diller -- Loyalty and Relationship Marketing -- Conceptualization of Customer Bonding and Loyalty -- The Economic Effects of Customer Loyalty -- The Quality of Loyalty -- The Degree of Loyalty: Empirical Impressions -- Motivators and Demotivators of Loyalty -- Principles of Relationship Marketing -- Relationship Marketing at Volkswagen / Klaus Chojnacki -- Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change -- Quality not Quantity--What Kind of Information is Needed for Relationship Marketing? -- Giving Customers Reasons to Stay Loyal -- The Volkswagen Club and Card Concept: Managing Relationships on a One-to-One Basis -- Effective Database Management Must be Part of Relationship Marketing -- Relationship Marketing at Loewe Opta / Oliver Hupp -- Relationship Marketing--The Loewe Perspective -- Strategic Options in Relationship Marketing -- Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs / Robert M. Morgan, Tammy N. Crutchfield, Russell Lacey -- Retention Programs and Sustainable Competitive Advantage -- Behaviors vs. Attitudes: The Implications for Customer Loyalty.".
• catalog description "Includes bibliographical references and indexes.".
• catalog extent "xvii, 459 p. :".
• catalog identifier "3540669426 (alk. paper)".
• catalog issued "2000".
• catalog issued "c2000.".
• catalog language "eng".
• catalog publisher "Berlin ; New York : Springer,".
• catalog subject "658.8/12 21".
• catalog subject "Customer relations Management.".
• catalog subject "Customer services Management.".
• catalog subject "HF5415.55 .R446 2000".
• catalog subject "Relationship marketing.".
• catalog tableOfContents "Basic Issues in Relationship Marketing -- Relationship Marketing -- Some Reflections on the State-of-the-Art of the Relational Concept / Thorsten Hennig-Thurau, Ursula Hansen -- Where We are Today: Important Findings -- Looking Ahead: Some Emerging Perspectives -- Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers / Hermann Diller -- Loyalty and Relationship Marketing -- Conceptualization of Customer Bonding and Loyalty -- The Economic Effects of Customer Loyalty -- The Quality of Loyalty -- The Degree of Loyalty: Empirical Impressions -- Motivators and Demotivators of Loyalty -- Principles of Relationship Marketing -- Relationship Marketing at Volkswagen / Klaus Chojnacki -- Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change -- Quality not Quantity--What Kind of Information is Needed for Relationship Marketing? -- Giving Customers Reasons to Stay Loyal -- The Volkswagen Club and Card Concept: Managing Relationships on a One-to-One Basis -- Effective Database Management Must be Part of Relationship Marketing -- Relationship Marketing at Loewe Opta / Oliver Hupp -- Relationship Marketing--The Loewe Perspective -- Strategic Options in Relationship Marketing -- Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs / Robert M. Morgan, Tammy N. Crutchfield, Russell Lacey -- Retention Programs and Sustainable Competitive Advantage -- Behaviors vs. Attitudes: The Implications for Customer Loyalty.".
• catalog title "Relationship marketing : gaining competitive advantage through customer satisfaction and customer retention / Thorsten Hennig-Thurau, Ursula Hansen, editors.".
• catalog type "text".