BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Šonková Tereza (Charles University in Prague, Czech Republic), Grabowska Monika (Wrocław University of Economics, Poland)
Tytuł
Customer Engagement : Transactional vs. Relationship Marketing
Źródło
Journal of International Studies, 2015, vol. 8, nr 1, s. 196-207, rys., tab., bibliogr. 12 poz.
Słowa kluczowe
Zaangażowanie klienta, Obsługa klienta, Marketing relacji, Marketing wewnętrzny, Marketing-mix
Customer engagement, Customer service, Relationship marketing, Internal marketing, Marketing-mix
Uwagi
summ.
Abstrakt
This paper is concerned with choosing a best way for customers' engagement, specifically we compare pros and cons of transactional and relationship marketing and provide relevant insights by analysis of data provided by 100 senior-level marketers working on the global market. Firstly, we outline the essence of transactional and relationship marketing by putting them in contrast. Afterwards, we present analysis of the study, results of which clearly indicate the growing role of the relationship marketing. Further on, historic overview of the evolution of marketing is provided so that the reader learns the context. This is followed by the description of the expanded marketing mix, which consists of seven elements - product, price, place, promotion, customer service, processes and people. The process of the proper implementation of relationship marketing strategy is then provided as a guideline for successful relation- ship marketing results. Finally, concrete examples of relationship marketing activities are given to support the theoretical description of relationship marketing. (original abstract)
Pełny tekst
Pokaż
Bibliografia
Pokaż
  1. Buttle, F. (Ed.). (1996), Relationship marketing: theory and practice. Sage.
  2. Christopher, M., Payne, A., Ballantyne, D. (1991), Relationship marketing: bringing quality customer service and marketing together. SOM Working Paper. Available at: https://dspace.lib.cranfield.ac.uk/handle/1826/621.
  3. Codourey, M., (2013), The Public Handshake, the Pushed Gossip and the Healthcare Marketing, Economics and Sociology, Vol. 6, No 2, pp. 11-27. DOI: 10.14254/2071-789X.2013/6-2/2.
  4. Grundey, D., (2009), Branding Strategies During Economic Crisis: Avoiding the Erosion, Economics and Sociology, Vol. 2, No 2, pp. 9-22.
  5. Grundey, D., Daugélaité, I., (2009), Developing Business Partnership on the Basis of Internal Marketing, Economics and Sociology, Vol. 2, No 1, pp. 118-130.
  6. Gummesson, E. (1994), Making relationship marketing operational. International Journal of Service Industry Management, 5(5), 5-20.
  7. Harris, P., & McDonald, F. (Eds.). (2004), European business and marketing. Sage. Kotler, P. Keller, K. L. (2013), Marketing Management. Pearson Education Inc.
  8. Palmatier, R. W. (2008), Relationship Marketing. Marketing Science Institute. Payne, A. (1994), Managing Service Quality. Emerald Group Publishing Limited.
  9. Sheth, J. N., Parvatiyar, A. (1995), The evolution of relationship marketing. International Business Review, 4(4), 397-418
  10. Kotler, P. (2014), Relationship Marketing: Kotler on marketing. Available online at: http://www.marsdd.com/mars-library/relationship-marketing-kotler-on-marketing/ (8. 11.2014).
  11. Ramesh, A. (2014), Innovative methods of marketing - Live-in Marketing (LIM), Wait marketing, Ambient marketing. Available online at: http://dranil-marketingmusings.blogspot.cz/2011/04/innovative-methods-of-marketing-live- in.html (25. 11.2014).
  12. Dowling, G. R., Uncles, M. (2014), Do Customer Loyalty Programs really work? Available online at: http://sloanreview.mit.edu/article/do-customer-loyalty-programs-really-work/ (25. 11.2014).
Cytowane przez
Pokaż
ISSN
2071-8330
Język
eng
URI / DOI
http://dx.doi.org/10.14254/2071-8330.2015/8-1/17
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu