Relationship Marketing

Relationship Marketing

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Key Features
  • Format: Paperback
  • Number Of Pages: 374 pages
  • Dimensions: 176 x 244 x 28mm
  • Weight: 662.24g
  • Publication date: 27 Apr 2009
  • Publisher: Oxford University Press
  • Seller Score:
    5.0 / 5
    100+Successful Sales
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Genuine product

Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guinness and Metro. The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future. Online Resource Centre For lecturers: Answers to case and discussion questions PowerPoint slides For students: Internet exercises Web links Extra case material Flashcard glossary

Key Features
  • Format: Paperback
  • Number Of Pages: 374 pages
  • Dimensions: 176 x 244 x 28mm
  • Weight: 662.24g
  • Publication date: 27 Apr 2009
  • Publisher: Oxford University Press
  • Publication City/Country: Oxford, United Kingdom
  • Language: English
  • Illustrations note: 80 colour line drawings
  • ISBN10: 0199211566
  • ISBN13: 9780199211562
Specifications of Relationship Marketing
SKU
JU030BKAJ4FVNAFAMZ
Model
9780199211562
Product Dimensions
961x693x110
Author
Mark Godson
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