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 4, B2C Relationship Marketing (17 pages), the authors review how relationship management works between businesses and consumers. They outline the major differences between B2B and B2C relationships. They describe customer-based and organization-based relationship marketing. They also consider personalization strategy in building relationships and how an organization can implement an effective personalization program. They demonstrate how Gaylord Opryland used a customer request as an opportunity to create a strong relationship.

• Customer relationship management
• Customer retention
• B2B marketing