انگلیسی 1389

The role of Relationship Marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organizational objectives. This book encapsulates all the aspects of Relationship Marketing in an easy-to-understand manner. The book provides an overview of diverse perspectives that constitute the foundation of Relationship Marketing. It begins with a brief account of the historical framework of relationship marketing and then goes on to discuss the role of customer experience and emotion in relationship marketing, concepts of relationship brands, aspects of consumer value chain, and components of customer equity. The text also describes the techniques and strategies of cross-selling and up-selling, importance of quality, and the role of technology in relationship marketing. Finally, the book concludes with a discussion on how nurturing relationship with various stakeholders of the business can enhance the image of the enterprise, and provides real-life examples to show how Relationship Marketing is perceived in different walks of life. There are many case studies which lend a practical flavour to the book. Intended as a text for the postgraduate students of management, the book should be equally useful for relationship managers, executives and marketing managers.