Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000004299115 | HF5415.55 G85 2002 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
Comprehensive coverage on the Internet, e-Business and one-to one marketing
New examples, cases, concepts and references have been added to aid the reader
Table of Contents
| Rethinking Marketing |
| Classic market relationships |
| Special market relationships |
| Mega relationships |
| Nano relationships |
| Do relationship marketing and CRM pay? |
| Relationship marketing, the network organization and the network society |
| The genesis of relationship marketing and CRM |
| conclusion: relationship marketing is a paradigm shift! |
