Back to Search Start Over

Winning & Keeping Industrial Customers: The Dynamics of Customer Relations

Authors :
Barbara Bund Jackson
Lawrence A. Crosby
Source :
Journal of Marketing. 52:148
Publication Year :
1988
Publisher :
SAGE Publications, 1988.

Abstract

This book is intended primarily for industrial marketing managers and planners. It is somewhere between a conceptual introduction to "relationship marketing" and an applied work on how industrial marketers can profit from a long-term view of customer relations. Given the book's positioning, the strategic implications heavily outweigh the tactical. Readers undoubtedly will appreciate Jackson's creative thinking and find many of the distinctions she makes to be useful (e.g., lost-for-good vs. always-a-share customers, foci of the customer's commitment, vendor redundancy vs. diversity, etc.). The book also contains three extended case illustrations of relationship marketing issues (electroplating, PBX systems, and computers), which are interwoven through the chapters. An overview of the book can be obtained from the author's Harvard Business

Details

ISSN :
00222429
Volume :
52
Database :
OpenAIRE
Journal :
Journal of Marketing
Accession number :
edsair.doi...........c0e97cb94f92c22e33e1c74fc25dee80
Full Text :
https://doi.org/10.2307/1251693