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Pathways Less Traveled To Value Creation: Interaction, Dialogue And Knowledge GenerationPublished by: Emerald Group Publishing Limited Published: Mar. 22, 2004 - 67 Pages Table of ContentsGuest Editorial Pathways less traveled to value creation: interaction, dialogue and knowledge generation --David Ballantyne The relationship marketing process: communication, interaction, dialogue, value --Christian Grönroos Dialogue and its role in the development of relationship specific knowledge -- David Ballantyne Competitive advantage, knowledge and relationship marketing: where, what and how? -- Nikolaos Tzokas; Michael Saren Return on relationships (ROR): the value of relationship marketing and CRM in business-to-business contexts -- Evert Gummesson Future directions in marketing knowledge: a panoramic perspective from Hollywood -- A "Bruce" Smithee; Tommy Lee AbstractRelationship marketing is based on the idea that the existence of a relationship between customer and supplier creates value for both parties, in addition to the value of the products or services provided. In this e-book entitled “Pathways less traveled to value creation: interaction, dialogue and knowledge generation” articles are submitted from five sets of authors, giving different perspectives of marketing and the knowledge generation and communication aspects surrounding it. This e-book opens up the topic of how value might be created in a business-to-business context from a relationship marketing perspective. It also explores the pathways less traveled: interaction, dialogue and knowledge generation. Each of our authors’ work is grounded in one or more of these themes.Get Full Details About This Report >> |
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