Relationship Marketing —— A Consumer Experience Approach

----- 关系营销：消费者体验方法

ISBN: 9781412931229 出版年：2010 页码：216 Baron, Steve Conway, Tony Warnaby, Gary SAGE Publications Ltd

PART ONE: RELATIONSHIP MARKETING: THE STATE OF THE ART Origins and History of Relationship Marketing Relationship Marketing Themes Customer Retention and Loyalty Relationship Marketing A Change in Perspective? PART TWO: RELATIONSHIPS FROM A CONSUMER EXPERIENCE PERSPECTIVE Frameworks for Analyzing the Consumer Experience Consumer Resources Use and Integration Introducing Consumer Experience Modeling Consumer Experience Modeling Value Enhancers and Inhibitors Communities within 'Experiential Networks' Social Networks C2C Exchanges and Relationships CONCLUSION Conclusions