RelationshipMarketinginConsumerMarkets1外文文献.pdf

Title: Relationship Marketing in Consumer Markets By: Blois, Keith, Brodie, Roderick, Brookes, Richard, Coviello, Nicole, Oxford Textbook of Marketing, 2000 Database: Business Source Premier Section: Issues in Implementing Marketing Strategies Relationship Marketing in Consumer Markets Contents 1 Challenges to the traditional view of marketing 2 Concepts and definitions 2.1 Defining relationship marketing 2.2 Differences between transaction and relationship marketing 3 Examining marketing practice 3.1 Major trends in marketing practice 3.2 Types of marketing in practice 3.3 Future marketing practice 3.3.1 Consumer products 3.3.2 Industrial goods 3.3.3 Services 4 The increasing importance of relationship marketing to consumer products 4.1 Future trends 4.2 Service aspects of consumer products 4.3 Financial accountability, loyalty, and customer value management 4.4 Organizational tran sformation 4.5 Retailers and systemic relationships 4.6 Interactive media and mass customization Wasing machines go online of long life and hassle-free maintenance Bank uses balance scorecard to meet Multiple objectives Sharing knowledge through Bp's virtual team network Box 22.5 Interactive home shopping Web-based troubleshooting 5 Summary and a glimpse into the future Discussion questions Mini Case: Integrating the five trends: Relationship marketing in the car industry Discussion questions Further reading Objectives 1. to examine the nature of relationship marketing and its relevance to consumer products; 2. to suggest that relationship marketing is becoming pervasice to all types of business;