Managing Market Relationships

Contents: Introduction: Evolution of marketing practices; Research areas and principal research questions; Organization of this book; References. Research Approach: Ontology and epistemology - realism paradigm; Methodology and methods - theory-generating strategies, techniques, and procedures; Analysis of case studies; Analysis of case study reflecting an action-research approach; Analysis of survey - leadership styles; Ethical considerations; References. Understanding of Relationship Marketing: Value through goods, services, and relationships; Academic, business press, and middle-management discourses on value management; References. Implementation of Relationship Marketing: Market relationships; Transactional and transformational leadership styles; References. Evolution of Relationship Marketing: Market dynamism, market relationships, and market relationship evolution; Buyer-seller market exchange situations; References. Control of Relationship Marketing: A relationship management assessment tool; Best practices in relationship marketing; References. Conclusions: Theoretical contributions; Managerial implications; Limitations to the studies; Avenues for further research; Closing remarks; References. Appendix - Relationship management assessment tool; Index.

Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.

• Economia
• Vendas e marketing

UK Food Industry;UK Partner;Implementing Market Orientation;Process Based Performance Measures;Relationship Marketing;Market Dynamism;British Food Journal;Business Processes;Relationship Marketing Program;Customer Relationship Management;Transactional Leadership Style;Zealand Wine Industry;Market Exchange Situations;Relationship Marketing Activities;Contemporary Marketing Practice;Meat Supply Chain;Environmental Dynamism;Industrial Marketing Management;Zealand Winery;Fresh Produce Industry;Zealand Wine;Customer Relationship Management Programs;Executive MBA Program;Danish Pork;PLS