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. Chapter 6, Building Brand Equity Through Relationship Marketing (12 Pages), first discusses loyalty programs. The authors suggest business partners will form collaborative loyalty programs to maximize profitability. They also explore how social media and the Internet have expanded the possibilities for customer relationships by creating two-way relationships between customers and products that present both new channels and challenges. They use the example of American Airlines to suggest that frequent flier programs are no longer effective and explore Kickstarter as an innovative way to create relationships.

• Customer relationship management
• Customer retention
• B2B marketing