Relationship Marketing : a Consumer Experience Approach

By: Contributor(s): Material type: TextTextPublication details: London ; Sage Pub.; 2010Description: 202 p. ; figs; Includes indexISBN:
  • 978-1-4129-3121-2
Subject(s): DDC classification:
  • C 658.812 B26r
Summary: The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning, and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective.
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Book Book PCC CIRCULATION C 658.812 B26r (Browse shelf(Opens below)) Available 4151

The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning, and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective.

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