The Relationship Marketer
Rethinking Strategic Relationship Marketing
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Beschreibung
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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
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sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
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
Autor*in
Soren Hougaard
Themen in »The Relationship Marketer«
Relationship Economics Relationship Marketing Relationship Strategies Sales business marketing strategy
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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)()