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 7, Customer Relationship Management Analytics (28 pages), the authors define and examine Customer Relationship Management (CRM). They argue that loyal customers are not always profitable, and suggest segmenting customers by profit potential. They explain why Customer Lifetime Value (CLV) maximizes profitability better than traditional methods do. They explain the basic CLV model and variations of it, and suggest two approaches to CLV: across-customer, for customer-oriented activities, and within-customer, for increasing revenue or reducing cost. Two examples illustrate these concepts: Trusted Media Brands' use of direct marketing and the Orlando Magic's use of statistical analysis.

• B2B marketing
• Customer relationship management
• Customer retention