George Deitz – författare

Hunt/Mello/Deitz Marketing emphasizes the universal importance of marketing in business, but also in the lives of students despite their major! The product was designed with an emphasis on student engagement and relevance with a focus embodied in these four key benefits:

1) A career focus, to help students understand how marketing will support whatever career path they choose and how to develop their own personal brand.

2) Integration of key topics that are part of the daily fabric of marketing— globalization, social media, ethics, and marketing analytics. 3) Seamlessly integrated results-driven technology. The narrative and Connect content were developed side-by-side, allowing for seamless integration and continuity of coverage.

4) The right content for a semester-long course. Chapters are direct, concise, and approachable in length and written in an upbeat tone.

Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. The Handbook on Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners.

The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention.

Contributors: M. Bose, T. Boyd, S. Cadwallader, G. Deitz, J.A. Garretson Folse, D.D. Gremler, T.W. Gruen, E. Gummesson, K.P. Gwinner, J.D. Hansen, B.B. Holloway, M.J. Howley Jr., R. Lacey, S. Lampo, K. Landua, K.N. Lemon, H. Majra, R.W. Palmatier, J.T. Parish, R.D. Raggio, S.A. Samaha, R. Saxena, J.N. Sheth, M. Sinha, A. Thomas, P.C. Verhoef, A.G. Walz, S. Wang