Total relationship marketing

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Highly informative, practical in style, and packed with fully updated examples and cases from real companies, this 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.

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Title Statements

Full title :Total relationship marketing / Evert Gummesson.

Summary

Edition Statements

Publication Date:©2008.
Edition:3rd ed

Publication Statements

Publisher(s):Butterworth-Heinemann/Elsevier
Place of Publication:Amsterdam
Language:eng
Publication Date:©2008.

The Physical Object

Description:1 online resource (xiv. 376 pages) : : illustrations

Edition Identifiers

ISBN:9780080880112, 0080880118, 9781283074247, 1283074249, 9786613074249, 6613074241
oclc:ocn702356464
LC Classification:HF5415.55
Dewey Decimal:658.8

Ch. 1. Relational approaches to marketing -- Ch. 2. Classic market relationships -- Ch. 3. Special market relationships -- Ch. 4. Mega relationships -- Ch. 5. Nano relationships -- Ch. 6. Marketing metrics and return on relationships -- Ch. 7. RM and the network organization -- Ch. 8. RM/CRM : drivers of a paradigm shift in marketing.

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