Total Relationship Marketing
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ISBN-13:
9780750686334
Veröffentl:
2008
Erscheinungsdatum:
01.07.2008
Seiten:
396
Autor:
Evert Gummesson
Gewicht:
755 g
Format:
245x190x23 mm
Sprache:
Englisch
Beschreibung:
A powerful and in-depth analysis of modern relationship marketing, the third edition of Gummesson's seminal title consolidates its major contribution to marketing thought internationally and represents what is still a unique perspective. Highly informative, practical in style, and packed with fully updated examples and cases from real companies, it is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries.
Chapter 1 Relational Approaches to Marketing; Chapter 2 Classic Market Relationships; Chapter 3 Special Market Relationships; Chapter 4 Mega Relationships; Chapter 5 Nano Relationships; Chapter 6 Marketing Metrics and Return on Relationships; Chapter 7 RM and the network organization; Chapter 8 RM/CRM - Drivers of a Paradigm Shift in Marketing;
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