Drawing on both academic expertise and real life case studies, this book describes how to use relationship marketing in sports organisations. Its comprehensive and instructive approach makes it an essential manual for professionals and an invaluable resource for academics.
Drawing on both academic expertise and real life case studies, this book describes how to use relationship marketing in sports organisations. Its instructive approach makes it a useful manual for professionals and resource for academics.
Drawing on both academic expertise and real life case studies, this book describes how to use relationship marketing in sports organisations. Its instructive approach makes it a useful manual for professionals and resource for academics.
The future of relationship marketing
"Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or…
This work provides a comprehensive introduction to the main theoretical and managerial issues of business to business marketing. It raises readers' awareness of the significance of B2B marketing in modern economies, in both local and global contexts.
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…
In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly a…
This volume provides an accessible introduction to the principles and applications of service-dominant logic, written by the world-leading authors of this perspective.