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Approval Sheet I Iii V List of Figures X

This document contains the contents page of a report or paper. It lists the chapter titles and page numbers. The contents include an introduction discussing the aims and background of relationship marketing. It also explores the basic concepts of marketing, the value and concept of relationship marketing, and the evolution of relationship marketing. Finally, it discusses practices for relationship marketing and offers conclusions and discusses future scope.

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32 views2 pages

Approval Sheet I Iii V List of Figures X

This document contains the contents page of a report or paper. It lists the chapter titles and page numbers. The contents include an introduction discussing the aims and background of relationship marketing. It also explores the basic concepts of marketing, the value and concept of relationship marketing, and the evolution of relationship marketing. Finally, it discusses practices for relationship marketing and offers conclusions and discusses future scope.

Uploaded by

birammeghwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Contents

Approval Sheet I

Abstract Iii

Contents V

List Of Figures X

1Introduction 1-1
1.1 Introduction 1-1
1.2 Aim 1-2
1.3 Background Of Relationship Marketing 1-2
2. Basic Concept Of Marketing 2-1
2.1 Introduction 2-1
2.2 What Is Marketing? 2-1
2.3 Market Concept 2-2
3. The Value And Concept Of Relationship Marketing 3-1
3.1 Introduction 3-1
3.2 Customer-Perceived Values 3-1
3.3 The Offering From A Relationship Marketing Perspective 3-3
3.4 The Value Of A Relationship 3-5

3.5 Alternatives For Creating Value 3-7


3.5.1 Increasing The Benefit 3-7
3.5.2 Reducing The Benefit 3-7

3.6 Customer Loyalty 3-9


3.6.1 Advantage Of Loyal Customers 3-9
3.6.2 Reasons For Shift In Customer Loyalty 3-9
3.6.3 Customer Categories 3-9
3.7 Customer Loyalty And Behavior 3-10
3.8 Strategies For Creating Customer Loyalty 3-10
3.8.1 Offering More Value To Customers 3-10
3.8.2 Long Term Perspective 3-11
3.8.3 Customer Rewards 3-11
3.9 Conclusion 3-11
3.10 Summary 3-12
4. The Evolution Of Relationship Market 4-1

4.1 Introduction 4-1


4.2 Axioms And Purpose Of Relationship Marketing 4-3
4.3. Shift In Marketing's Orientation 4-5
4.3.1 Orientation Of Marketing Practice In The Pre-Industrial Era 4-7
4.3.2 Orientation Of Marketing Practice In The Industrial Era 4-10
4.3.3orientation Of Marketing Practice In The Post-Industrial Era 4-13
4.4 Consequence Of The Relational Paradigm On The Discipline Of 4-17
Marketing
4.5 Summary 4-19
5.Practices For Relationship Marketing 5-1
5.1 Introduction 5-1
5.2 Business Challenges 5-1
5.3 A New Marketing Model: The Learning Relationship 5-1
5.4 How Can Web Trends Help You Start Building Relationships? 5-3
5.5 Summary 5-9
6.Conclusions And Future Scope 6-1
6.1 Conclusions 6-1
6.2 Future Scope 6-5

References R-1

Bibliography B-1

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