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Josef Eul Verlag GmbH Kundenbindung durch Relationship Marketing-Instrumente

Amazon

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£51.45 £50.16 £50.44 £50.72 £51.01 £51.29 £51.57 25 October 2024 17 April 2025 09 October 2025 01 April 2026 23 September 2026
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Description
Service companies often use marketing tools to build and maintain long-term customer relationships, so-called relationship marketing tools (RMI) with great organizational and budgetary effort. To implement successful and profitable relationship marketing, a comprehensive and clear understanding of the effects RMI has on customers is required. Based on learning theoretical findings, both direct and indirect effects of RMI on the repurchase behavior of service customers, and thus ultimately on the economic results of a company are considered. A systematic classification of RMI allows a comparability of the statements on the mode of action and effectiveness of different RMI types. The reference frame used in this work and the analysis method used also allow the answer to the question about the profitability of RMI. The book is addressed to all theoretical and empirically working marketing researchers, lecturers and marketing students interested in relationship marketing. But even companies can use the results of this work for both a planned development of customer loyalty strategies and for efficient allocation of relationship marketing resources.

Product Specifications
Brand
Josef Eul Verlag GmbH
Format
paperback
ASIN
3844100946
Category
Books > Subjects
Domain
Amazon UK
Release Date
01 November 2011
Listed Since
11 November 2011

Barcode

No barcode data available

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