The Relationship Marketer

Rethinking Strategic Relationship Marketing

  • Søren Hougaard
  • Mogens Bjerre

Table of contents

  1. Front Matter
    Pages 1-13
  2. Søren Hougaard, Mogens Bjerre
    Pages 15-33
  3. Søren Hougaard, Mogens Bjerre
    Pages 35-46
  4. Søren Hougaard, Mogens Bjerre
    Pages 47-64
  5. Søren Hougaard, Mogens Bjerre
    Pages 65-83
  6. Søren Hougaard, Mogens Bjerre
    Pages 85-106
  7. Søren Hougaard, Mogens Bjerre
    Pages 107-129
  8. Søren Hougaard, Mogens Bjerre
    Pages 131-153
  9. Søren Hougaard, Mogens Bjerre
    Pages 155-169
  10. Søren Hougaard, Mogens Bjerre
    Pages 171-193
  11. Søren Hougaard, Mogens Bjerre
    Pages 195-212
  12. Back Matter
    Pages 213-236

About this book

Introduction

In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities.
"The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.

Keywords

Relationship Economics Relationship Marketing Relationship Strategies Sales business marketing strategy

Authors and affiliations

  • Søren Hougaard
    • 1
  • Mogens Bjerre
    • 2
  1. 1.Rungsted KystDenmark
  2. 2.FrederiksbergDenmark

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-03243-1
  • Copyright Information Springer-Verlag Berlin Heidelberg 2009
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-03242-4
  • Online ISBN 978-3-642-03243-1
  • About this book