MARC Record from marc_overdrive

LEADER: 02805nam 2200265Ka 4500
008 000000s2008 nyu s 000 0 eng d
040 $aTEFOD$cTEFOD
006 m d
007 cr cn---------
020 $a9781846638855 (electronic bk. : Adobe Digital Editions)
037 $bOverDrive, Inc.$nhttp://www.overdrive.com
100 1 $aLindgreen, Adam $q(Adam Lindgreen).
245 10 $aRelationships, Networks and Interactions in Food and Agriculture Business-to-business Marketing and Purchasing$h[electronic resource].
260 $aBingley :$bEmerald Group Publishing Limited,$c2008.
500 $aTitle from eBook information screen.
520 $aThe study of relationships, networks, and interactions in food and agriculture business-to-business marketing and purchasing is an important endeavor. From having been concerned with getting the "marketing mix" right, the food and agriculture setting has experienced significant changes over the past decades. Traditionally, marketing focused on attracting new customers in a broad market, or a specific segment, against a background of unfulfilled demand, thereby satisfying growing demand by using marketing techniques, portfolio analysis, and production means. This approach to marketing is, therefore, likely to be less effective since its focus is on attracting new customers. An alternative approach to marketing emphasizes the value of maintaining customers to grow profits and sales. In food and agriculture business-to-business marketing and purchasing, the maintenance and enhancement of relationships, networks, and interactions ("relationship marketing") with different stakeholders is as important as the attraction of relationships, networks, and interactions ("transaction marketing"). Yet, the story of how relationship marketing fits into the greater marketing landscape has been somewhat inconsistent. Also, a lack of empirical work underpins the conceptual development in food and agriculture of relationship marketing, which often is characterized more by rhetoric than by publication effort on empirical findings. This e-book seeks to address some of these research lacunae in the literature.
533 $aElectronic reproduction.$bBingley :$cEmerald Group Publishing Limited,$d2008.$nRequires Adobe Digital Editions (file size: 2172 KB).
538 $aRequires Adobe Digital Editions (file size: 2172 KB).
653 #0 $aCooking & Food
653 #0 $aHealth & Fitness
653 #0 $aNonfiction
655 7 $aElectronic books.$2local
776 1 $cOriginal$z9781846638848
856 4 $uhttp://search.overdrive.com/SearchResults.aspx?ReserveID={09E435AE-2805-46C0-9DBC-2BC7EC0EF36D}$zClick for library availability
856 4 $uhttp://www.librarybin.com/ContentDetails.htm?ID=09E435AE-2805-46C0-9DBC-2BC7EC0EF36D$zClick to purchase