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Title Relationship marketing : gaining competitive advantage through customer satisfaction and customer retention / Thorsten Hennig-Thurau, Ursula Hansen, editors.

Published Berlin ; New York : Springer, [2000]


Location Call No. Status
Physical description 1 online resource (xvii, 459 pages) : illustrations.
Bibliography Includes bibliographical references and indexes.
Contents 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.
Summary "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."--BOOK JACKET.
Notes Description based on print version record.
Other author Hennig-Thurau, Thorsten, 1967-
Hansen, Ursula.
Subject Relationship marketing.
Customer services -- Management.
Customer relations -- Management.
Electronic books.
ISBN 9783662097458 (electronic bk.)
3662097451 (electronic bk.)
Standard Number 10.1007/978-3-662-09745-8