Sage Relationship Marketing: A Consumer Experience Approach - Image 1

£130.00

Sage Publications Sage Relationship Marketing: A Consumer Experience Approach

Name: Sage Relationship Marketing: A Consumer Experience Approach
Brand: Sage Publications
Price: 120.34 GBP
Availability: InStock

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Description

The connection between a market and a consumer is far more than a simple exchange of services. It involves a complex transaction of feeling, meaning, and experience. This book from the SAGE Advanced Marketing Series explores how relationship marketing operates within a contemporary context by looking through the eyes of the consumer. Rather than focusing solely on business transactions, this text examines the human side of marketing. It investigates real-world scenarios to provide a clear perspective on how consumers interact with brands and services. By analyzing diverse examples, such as the experiences of football club supporters, gap year travelers, text messaging behaviors, and library users, the authors provide a deep look at the consumer perspective. This book is an essential resource for understanding how modern marketing interprets the relationship between providers and their audience. It offers a unique way to study the factors that shape consumer experiences in today's world.

Key Features

Explores relationship marketing through a contemporary consumer-centric lens to understand modern market dynamics.

Analyzes diverse real-world examples including football supporters, gap year travel, and text messaging behavior.

Examines the complex transaction of feeling, meaning, and experience that occurs between markets and consumers.

Provides a unique perspective by focusing on the consumer experience rather than just service exchange.

Part of the SAGE Advanced Marketing Series for academic and professional insight into consumer behavior.

Product Specifications

Brand: Sage Publications
Format: hardcover
ASIN: 1412931215
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 20 April 2010
Listed Since: 23 May 2008

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Sage Publications Sage Relationship Marketing: A Consumer Experience Approach

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