Relationship Marketing Theory and Practice
T̀his book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don t argue. Just read the book!' - Evert G...
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| Other Authors: | |
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| Format: | Book |
| Language: | English |
| Published: |
Bonhill Street, London
Paul Chapman Pub.
1996
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | T̀his book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don t argue. Just read the book!' - Evert Gummesson, Stockholm University. By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on |
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| Item Description: | Includes index |
| Physical Description: | xii, 202 pages illustrations 23 cm |
| ISBN: | 1853963135 9781849206761 |
Relationship marketing concepts, theories and cases