Relationship Marketing: Management of Customer Relationships
Relationship Marketing: Management of Customer Relationships
Although relationship marketing has been well documented, there still lacks a comprehensive, cardinal principle with which to approach the subject. Relationship Marketing: Management of Customer Relationships examines the current debates within relationship marketing to develop a theoretical and conceptual underpinning to the topic. Developing relationship marketing as a management methodology, the text examines the discussions at the forefront of relationship marketing including the first English translation of the German research in this area. Key Features: *Extensive coverage of the current thinking on relationship marketing *Examines relationship marketing as a science whilst also covering the practical aspects of implementation *Contains many European and American examples of relationship marketing in practice *Clear management approach and systematic structureRelationship Marketing: Management of Customer Relationships is essential reading for students studying relationship marke
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