Total Relationship Marketing
Rethinking Marketing Management
Published on 5. May 1999
Book
Paperback/Softback
281 pages
978-0-7506-4463-1 (ISBN)
Description
Encyclopaedic coverage on current thinking on total relationship marketing. The author broadens the debate on marketing management beyond the "four P's" by analysing it in terms of 30 key relationships, each of which is illustrated with a case or example.
More details
Series
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
illustrations
Dimensions
Height: 246 mm
Width: 189 mm
Weight
605 gr
ISBN-13
978-0-7506-4463-1 (9780750644631)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2002
2nd Edition
Butterworth-Heinemann
€42.15
Article exhausted; check for reprint
Content
Rethinking marketing; classic market relationships; special market relationships; mega relationships - above the market relationships; nano relationships - below market relationships; does relationship marketing pay? relationship marketing and the new organization; the genesis of relationship marketing; in conclusion; relationship marketing is a paradigm shift!