Total relationship marketing
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| Main Author: | |
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| Format: | Book |
| Published: |
Oxford
Butterworth-Heinemann
2008
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| Edition: | 3rd ed |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Item Description: | "Marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy"--Cover |
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| Physical Description: | xiv, 376 p. ill. 25 cm |
| Bibliography: | Includes bibliographical references (p. [345]-363) and index |
| ISBN: | 9780750686334 (pbk.) 0750686332 |
Total relationship marketing marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships-- of a new marketing paradigm