Relationship Marketing : Management of Customer Relationships

Relationship Marketing : Management of Customer Relationships

  • Ft Pr（2002/12発売）
  • ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す
  • 製本 Paperback:紙装版/ペーパーバック版
  • 言語 ENG
  • 商品コード 9780273676010
  • DDC分類 658.812

Full Description


Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic. Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the 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 structure

Contents

Contents List of Figures Preface and acknowledgements The foundations of relationship marketing Theoretical foundation of relationship marketing Conceptualization of relationship marketing Analysis phase of relationship marketing Strategic focus of relationship marketing Relationship marketing in practice Implementation phase of relationship marketing The Control Phase of Relationship Marketing Multi-faceted characteristics of Relationship Marketing Future Outlook for Relationship Marketing