| Description |
1 online resource (507 p.) |
| Series |
Routledge Companions in Business, Management and Marketing Ser |
|
Routledge Companions in Business, Management and Marketing Ser
|
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Illustrations -- Editors -- Contributors -- Preface -- Acknowledgments -- Part I Fundamentals -- 1 Foundations of Strategic Marketing -- Introduction -- Strategic Marketing, Market Strategy, and Marketing Strategy -- Strategic Marketing -- Market Strategy -- Marketing Strategy -- Strategic Marketing Decisions: Some Characteristics -- Marketing Strategy Scope -- Marketing Strategy: Choice from among Alternatives versus Relative Emphasis on Alternatives -- Marketing Strategy, Marketing Tactics, and Marketing Management |
|
Marketing Management versus Marketing Strategy -- Marketing Strategy versus Marketing Tactics -- Marketing Strategy Drivers: Demand Side and Supply Side Drivers -- Strategic Marketing: Fundamental Issues -- Marketing Strategy: Premises -- References -- 2 Economic Foundations of Marketing Strategy -- Introduction -- Pricing Strategy -- Single-product Monopoly Pricing -- Multiproduct Monopoly Pricing -- Durable-goods Pricing -- Customer Recognition and Behavior-based Price Discrimination -- Static Price Competition -- Dynamic Price Competition -- Product Line Strategy and Quality Communication |
|
Product Line Strategy -- Product Quality Communication -- Distribution Channels and Sales Force Management -- Channel Coordination -- Sales Force Management -- Advertising and Promotion Strategy -- Advertising -- Sales Promotion -- References -- Part II Customers -- 3 Customer Behavior and E-Commerce -- Introduction -- Customer Communication: Interpersonal Influence and Referral -- Word of Mouth -- Influencers -- Purchasing Behavior: Intention, Motivation, and Product Use -- Intention to Purchase -- Acquisition -- Returns -- Brand Perception: Cultural Branding and Brand Attitude -- Crisis |
|
Communities -- Conclusion -- References -- 4 An Updated Framework for Customer Relationship Management -- Introduction -- Creating a Database -- Analyzing the Database -- Choosing the Appropriate Customers -- Using Marketing Programs to Target Customers -- Creating Relationship Programs -- Privacy Issues -- Metrics -- Conclusion -- Notes -- References -- 5 Customer Journey: From Practice to Theory -- Introduction -- The Shopper Journey -- The Service Journey -- Mapping the Journey, Measuring the Experience -- Mapping the Customer Journey |
|
Measuring the Customer Experience throughout the Customer Journey -- Reflections and Future Directions -- Future Directions for Research -- Channels: Customer Search Strategies -- Interactions: Value-in-Experience -- Mapping and Measuring: Multi-dimensional -- Future Challenges for Business Practice -- Channels: Digitization of the Customer Journey -- Interactions: Personalization -- Mapping and Measuring: Big Data Challenge -- References -- 6 Customer Satisfaction -- Customer Satisfaction Is Crucial to Business Success -- What Is Customer Satisfaction? -- Antecedents of Customer Satisfaction |
| Notes |
Description based upon print version of record |
|
Measurement of Customer Satisfaction |
| Subject |
Marketing -- Management.
|
|
Strategic planning.
|
|
Marketing -- Management.
|
|
Strategic planning.
|
| Form |
Electronic book
|
| Author |
Winer, Russell S
|
| ISBN |
1351038648 |
|
9781351038652 |
|
1351038656 |
|
9781351038638 |
|
135103863X |
|
9781351038669 |
|
1351038664 |
|
9781351038645 |
|
