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 8, Future of Relationship Marketing (4 pages), the authors argue that CRM is increasingly important. They posit that using metrics to demonstrate the profitability of CRM will increase the use of CRM and CLV models. They suggest that small organizations have more ability to develop personal customer relationships than larger organizations do. They also explore emerging markets as a frontier for relationship marketing. They suggest mindfulness in relationship marketing can reduce poverty and excess consumption, and increase sustainability.

• Customer retention
• B2B marketing
• Customer relationship management