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CAIRO BOOKS's Description
In this exciting new book the authors explore the factors of relationship
marketing in its contemporary context, with the consumer in mind. From the
experience of a football club supporter to experiences of gap year travel, to
text messaging behavior, and to using the library, the focus of this text is on
the consumer perspective. From this angle, issues of relationship marketing,
and its management, take on a new and exciting bearing. Topics examined
include: frameworks for analyzing the consumer experience; consumer
communities; issues of customer loyalty; the impact of ICT on relationship
marketing; and the creative consumer.