Total Relationship Marketing

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Routledge, 04.05.2012 - 350 Seiten
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.

 

Inhalt

Chapter 1 Rethinking marketing
1
Chapter 2 Classic market relationships
33
Chapter 3 Special market relationships
59
Chapter 4 Mega relationships
145
Chapter 5 Nano relationships
179
Chapter 6 Do RM and CRM pay?
225
Chapter 7 RM the network organization and the network society
255
Chapter 8 The genesis of RM and CRM
281
Chapter 9 In conclusion RM and CRM provide a paradigm shift
307
References
317
Index
339
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