Relationship Marketing Theory And Practice By Francis Buttle Pdf
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- Relationship Marketing: Theory and Practice (PDF)
- customer relationship management: concepts and technologies
- Relationship Marketing: Theory and Practice
- Buttle, Francis (2009), Customer Relationship Management, (2nd Edition). Elsevier Publishing.
Relationship Marketing: Theory and Practice (PDF)
customer relationship management: concepts and technologies
Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Customer Relationship Management Concepts and Technologies 3rd Edition PDF is a much-anticipated update of a bestselling ebook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. Y1 - The print version of this textbook is ISBN: , Professor Philip Kotler, S. Section A: Understanding Customer Relationships, 3.
Relationship Marketing: Theory and Practice
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Customer retention is increasingly being seen as an important managerial issue, especially in the context of saturated market or lower growth of the number of new customers. It has also been acknowledged as a key objective of relationship marketing, primarily because of its potential in delivering superior relationship economics, i.
Buttle, Francis (2009), Customer Relationship Management, (2nd Edition). Elsevier Publishing.
By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing RM theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM.
Examines and reports the customer retention practices of Frontier Bank as it provides telephone banking services to business customers. Assesses whether those practices at Frontier Bank reflect extant theories, and whether extant theories can explain customer retention practice in this context. Reviews two theoretical discussions on customer retention, discusses telephone banking services, describes and analyses four retention practices of Frontier Bank, and identifies gaps in both practice and theory. The findings suggest, first, that managers at Frontier Bank applied very few of the prescriptions suggested by extant theories. Managers of similar telephone banking operations could benefit from applying extant customer retention theory in their businesses. Second, authors are too simplistic in assuming that extant theories on customer retention are applicable in any business situations.
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