Relationship Marketing

Relationship Marketing
dBrEdHGaobQC
202
By:"Francis Buttle"
"Social Science"
Published on 1996-05-28 by SAGE

Relationship marketing is the marketing of the next millennium. Don_t argue. Just read the book!

READ NOW

`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don\u0092t argue. Just read the book!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.

This Book was ranked 4 by Google Books for keyword relationship.

The book is written in enfor NOT_MATURE

Read Ebook Now
false
true

Printed Version of this book available in
BOOK

Availability of Ebook version is falsein falseor true

Public Domain Status false

Rating by

SAMPLE

false

To Get More Dating Ebooks Click Here