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 f…
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 f…
La 4e de couv. indique : "This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted - and debated - parts of marketing but are currently undergoing dramatic change. A major …
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 f…
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson'…