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Relationship Marketing: A Consumer Experience Approach
Gary Warnaby
(Author)
·
Steve Baron
(Author)
·
Tony Conway
(Author)
·
Sage Publications Ltd
· Hardcover
Relationship Marketing: A Consumer Experience Approach - Baron, Steve ; Conway, Tony ; Warnaby, Gary
£ 126.00
£ 140.00
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Synopsis "Relationship Marketing: A Consumer Experience Approach"
In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Hardcover.
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