個案資料

Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships is an eight-chapter book published by Business Expert Press in 2016 and written by Naresh K. Malhotra, senior fellow, CIBER and Regents' Professor Emeritus at the Scheller College of Business at Georgia Institute of Technology, Can Uslay, associate professor of marketing at Rutgers Business School, and Ahmet Bayraktar, assistant professor of marketing at Bozok University. The book argues why organizations should focus on creating customer relationships. They consider business-to-business, business-to-consumer, and internal relationships and provide a framework for understanding how to market for each. They also explain how using a Customer Lifetime Value model effectively measures marketing success. Within each chapter, the authors include questions, an analysis of a real-world example, and a review of concepts. In Chapter 2, What Is Relationship Marketing? (13 pages), the authors consider how marketing has shifted focus from individual transactions to customer relationships. They outline a taxonomy of markets: supplier, channel intermediaries, end users, competitive influences, and external and internal influences. They outline three levels of relationship marketing: financial, social, and strategic, and outline characteristics of each level along with examples. They analyze how IKEA conducts successful relationship marketing.

• B2B marketing
• Customer retention
• Customer relationship management