マーケティングにおけるオンライン関係 E-relationships in Marketing : Advances in Theory and Practice （1ST）

Sweeney, Arthur

Routledge（2010/04発売）

• 製本 Hardcover:ハードカバー版／ページ数 224 p.
• 言語 ENG
• 商品コード 9780415990493
• DDC分類 380

基本説明

Focuses on technology-based marketing interactions, particularly Internet facilitated relationships.

Full Description

The Internet is expected to be at the heart of future innovations in services marketing, but can it facilitate relationships between companies and their customers? This is a critical question because generally organizations that take a relationship approach to business have a higher sales growth and profitability. Indeed, emerging electronic technology may facilitate dialogue between companies and customers, and thus transform their relationships, so much so that customer-technology based interactions may hold the key to business success. e-Relationships in Marketing focuses on technology-based marketing interactions, particularly Internet facilitated relationships, and shows marketing managers and students of marketing how they can develop relationships in their own settings.

Contents

Part 1e-Relationship Marketing 1. Modeling e-Relationship Equity in Marketing 2. Relationship Marketing 3. Building e-Relationships Through Interactivity Part 2: Advances in Practice-Applications Customer Focused 4. e-Relationships and Households 5. e-Relationships Between Financial Institutions and Customers 6. e-Relationships in e-Retailing 7. e-Relationships in Cyber Communities or In Iertiary Education Business Focused 8. e-Relationships in Financial Management 9. e-Relationships in Internet and Database Marketing 10. e-Relationships in Supermarket Supply Chains Government Focused 11. e-Relationships Between Governments and Citizens Part 3: Conclusion 12. e-Relationship Performance