بازاریابی رابطه مند (با رویکرد بازارهای تجاری) بازاریابی رابطه مند (با رویکرد بازارهای تجاری)

توضیحات

یکی از تغییرات عمده در ادبیات سالیان اخیر بازاریابی تجاری، طرح مفاهیم و رویکرد بازاریابی رابطه مند یا ارتباطی بوده است. مفهومی که توجه بدان، به معنی گذر بازاریابان از رویکردها و مفاهیم سنتی و گام نهادن به عرصه بازاریابی نوین می باشد. این رویکرد نشان دهنده آن است که اساس بازاریابی از کیفیت محصول، ویژگی های ظاهری و خدمات به کیفیت ارتباط با مشتری و ارزش آفرینی برای مشتری از طریق توسعه و حفظ روابط پایدار تغییر نموده است. تغییری که علاوه بر تغییر نگاه بازاریابان؛ مستلزم تجهیز مدیران به مهارت های جدید بازاریابی تحت عنوان مهارت های ارتباطی می باشد. بدیهی است که پیش از کسب چنین مهارت هایی، شناخت ویژگی ها، عناصر و مبانی چنین روابطی ضرورتی ویژه دارد. امری که کتاب حاضر کوشیده است به آن بپردازد.

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