Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'. Established as the key text in the area, the fo…
Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a g̀oods/product' logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings t…
Multiple case studies in the book - and online as video case studies at the book's homepage (ie. Senseo ; Red Bull ; Lindt & Sprüngli ; Ryanair)
"Why customer retention is the new acquisition? If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different?"--So says Joseph Jaffe, bestselling author of "Life After the 30-Second Spot" and "Join the …
