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Problems in Marketing: Customer Relationships

Опубликовано на портале: 27-10-2003
Дисциплина: Problems in Marketing: Customer Relationships
Год: 2000
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

One of the predominant trends in business today is the development of new relational forms between the marketing firm and the customer. Relationship marketing, buyer-seller partnerships, strategic alliances, joint ventures, “virtual corporations,” network organizations, and other terms have been coined to describe the new types of relationships that have evolved out of relational experimentation over the past 20 years. This course is designed to examine this phenomenon from several perspectives, including: The process by which advanced relational forms develop; the differences between relationships at the business-to-business vs. business-to-consumer levels; benefits vs. costs of advanced relationships; the antecedents and consequences of relationships; and more.