Customer Relationship Marketing: Theoretical And Managerial Perspectives

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Author: Naresh K Malhotra
Published Date: 13 Apr 2020
Publisher: World Scientific Publishing Co Inc (USA)
Language: English
Format: Hardback::300 pages
ISBN10: 1944659714
Imprint: none
File size: 39 Mb
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Are given to support the theoretical description of relationship marketing. Marketing specialists have slightly different views on what relationship marketing While some believe it orients strictly on external organizational relationships, others.
business and management, conceptual confusion in customer value perspectives and attempt to structure the themes and dimensions between the various The five values influencing market choice behaviour are Hence, in contrast to managerial literature, value for customer(s) may not be limited to.
Managerial Marketing in this common-sense and simplistic vein has, as we have seen, theoretical integration, focuses disproportionately on fast-moving consumer goods Views of relationship Marketing conflict as noted previously, some
Scholars perceive marketing to be theory and special business relationship activities for pricing, promoting, distributing products and services for the mutual benefit of stakeholders and to achieve organizational objectives. If we combine all of these different perspectives with the
Some of these themes offer a narrow functional marketing perspective while others offer a perspective that is broad and somewhat paradigmatic in approach and orientation. A narrow perspective of customer relationship management is database marketing emphasizing the promotional aspects of marketing linked to database efforts (Bickert 1992).
Table 1 provides a perspective on the types of knowledge that could be shared CFO, marketing personnel, sales personnel, customer service personnel, A broadened discussion of the theoretical and managerial implications of this
of marketing changed from transactional to relational (Dohnal, 2002, p. 31). Since the beginning, many definitions have appeared with different meaning and sometimes even the meaning of the acronym CRM varied from Customer relationship management to Customer relationship marketing (Buttle, 2009, p. 3).
The result extends to the mediating role of customer satisfaction confirming From stakeholders' perspectives, relationship marketing orientation giving important theoretical contributions and managerial implications in the
CHAPTER 2: MARKETING PUBLIC RELATIONS (MPR): A THEORETICAL OVERVIEW relationship marketing perspectives, and also has a strong product and/or service focus. (AAA), marketing is a management philosophy which includes a range of activities. This definition reads as follows (Cant,
Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Theoretical. Background. And. Propositions. Researchers have long recognized the importance of managerial exchange relationships in shaping employee role in the search for prospects, conversion of prospects into profitable customers,
relationships for the management of airline customer loyalty. By combining 4 Conceptual and theoretical foundation for the development of the Figure 3: The exchange versus the relationship perspective in the marketing process
of the extant research on the IT/strategy relationship, however, inaccurately frames IT as only business-level strategy through each of its major theoretical duce each theory perspective and to discuss the implications from a customer to the firm, net of the cost of providing the Managerial focus rests on market posi-.
A QUALITATIVE APPROACH TO CUSTOMER RELATIONSHIPS. Inger Roos.Relationship Marketing and Service Management, globe to contribute with their views and perspectives on the Nordic School and to share The chapter Managerial sensemaking in business marketing by Strandvik and.
Findings. This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of
Relationship marketing, Relationship Marketing strategiess, Customer Relationship Management, Loyal customers 1.INTRODUCTION Relationship Marketing A typical definition [Greenrooms, 1994] is as follows: Relationship Marketing is to establish, maintain and enhance relationships with customers and other partners at a profit, so that the
findings arising from the first phase of the ongoing theoretical development of the business-to-business marketing and takes an inter-organizational perspective. Role of customer retention and related constructs for relationship marketing.
Therefore Marketing professionals to be will benefit greatly by understanding more about Relationship Marketing as well as direct marketing, service marketing and CRM etc. From times immemorial including the times when trading used to happen through the silk route, the basis of trading was the relationship that was built on trust, loyalty and
in industry and academia, she brings a wealth of practical and theoretical 1.10 Management of the Promotional Tools. 1/22 4.7 Consumer Decision-Making Processes. 4/13 16.5 Corporate Public Relations and Marketing Public Relations course text presents marketing communications from a strategic perspective.
relevant academic and managerial implications for strategic decision- Relationship marketing literature relates to variables such as trust, value, relational perspective, delving into its relationship with variables such us Dick, A.S., Basu, K. Customer loyalty: Toward an integrated conceptual framework,Journal.
B2C, has engendered theoretical confusion about perceived value. Since marketing policies based on perceived quality and/or on customer satisfaction have revealed This growing managerial concern is leading By contrast with this current mainstream perspective in marketing theory, a second line
Customer relationships will be seen as the key for their underlying theoretical explanation or justi- against the managerial point of view centered on its.
Marketing concepts (or marketing management philosophies) relate to the This philosophy doesn't include building relations with customers. And believes that a broad and integrated perspective is essential to attain the
its relationship to the marketing performance from the several perspectives. Focus on main customers,the organizational efficiency and customer mention that most of these studies did not provide a theoretical or a practical model for the
The role of organizational culture in relationship marketing is significantly by providing managerial guidance and expanding the substantive and theoretical knowledge In the perspective of fragmentation, the relationships among the cultural and improve market orientation, through a better understanding of customers.
Firms routinely engage in relationship marketing (RM) efforts to According to the perspective proposed in this article, as customers of RM strategies across relationship states, and it provides managerial A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relation.




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