Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships

Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributors, dealers, suppliers, competitors and other external influencers. Business executives, marketing students, and those who are interested in learning about the transformative power of relationship marketing and CRM analytics in the business enterprise would highly benefit from reading this book.

Author: Naresh K. Malhotra, Can Uslay, Ahmet Bayraktar
Publisher: Business Expert Press
Published: 04/15/2016
Pages: 168
Binding Type: Paperback
Weight: 0.55lbs
Size: 9.00h x 6.00w x 0.38d
ISBN13: 9781631574337
ISBN10: 1631574337
BISAC Categories:
- Business & Economics | Marketing | General

About the Author
Naresh K. Malhotra, PhD, is senior fellow, CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. A marketing legend, he also received the Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award, Best Professor in Marketing Management by Asia Best B-School among others. Dr. Malhotra is also an ordained minister of the Gospel, a member and Deacon, First Baptist Church, Atlanta, and President of Global Evangelistic Ministries, Inc.