Total relationship marketing
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.
Read More ↓Title Statements
- Full title :Total relationship marketing / Evert Gummesson.
Summary
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.
Read More ↓Edition Statements
- Publication Date:2008.
- Edition:3rd ed
Publication Statements
- Publisher(s):Butterworth-Heinemann
- Place of Publication:Amsterdam
- Language:eng
- Publication Date:2008.
Notes
Previous edition: 2002.
The Physical Object
- Description:xiv. 376 pages : : illustrations ; : 25 cm
Edition Identifiers
- ISBN:9780750686334, 0750686332, 9781283074247, 1283074249
- oclc:ocn225450313
- LC Classification:HF5415.55
- Dewey Decimal:658.8
Table of Contents
Relational approaches to marketing -- Classic market relationships -- Special market relationships -- Mega relationships -- Nano relationships -- Marketing metrics and return on relationships -- RM and the network organization -- RM/CRM -- drivers of a paradigm shift in marketing.
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