- EAN13
- 9781849206761
- Éditeur
- SAGE Publications Ltd
- Date de publication
- 28/05/1996
- Langue
- anglais
- Fiches UNIMARC
- S'identifier
Livre numérique
-
Aide EAN13 : 9781849206761
-
Fichier PDF, avec DRM Adobe
- Impression
-
10 pages
- Copier/Coller
-
10 pages
- Partage
-
6 appareils
63.17 -
Fichier PDF, avec DRM Adobe
`This book, written by a group of outstanding UK researchers, pinpoints the
essence and scope of relationship marketing and vividly demonstrates its
applicability in different industries. Relationship marketing is the marketing
of the next millennium. Don't argue. Just read the book!' - Evert Gummesson,
Stockholm University
By examining the relationship between theory and practice, Relationship
Marketing appears at an important stage in the development of relationship
marketing.
The opening chapter examines relationship marketing (RM) theory, reviews a
number of RM definitions and reports on the economic arguments in favour of
RM. It describes the nature and scope of marketing relationships, picking out
characteristics such as concern for the welfare of customers, trust and
commitment between partners, and the importance of customer service. Finally,
it identifies a number of requirements for successful RM. The next 12 chapters
describe, analyze and critique RM practice in a number of organizational
settings (supply-chain relationships, principal-agent relationships, business-
to-business relationships, intra-organizational relationships) and industries
(hospitality, air travel, retail banking, corporate banking, credit cards,
financial advisory services, advertising agencies, not-for-profit
organizations). The final chapter reflects on the relationships between theory
and practice.
essence and scope of relationship marketing and vividly demonstrates its
applicability in different industries. Relationship marketing is the marketing
of the next millennium. Don't argue. Just read the book!' - Evert Gummesson,
Stockholm University
By examining the relationship between theory and practice, Relationship
Marketing appears at an important stage in the development of relationship
marketing.
The opening chapter examines relationship marketing (RM) theory, reviews a
number of RM definitions and reports on the economic arguments in favour of
RM. It describes the nature and scope of marketing relationships, picking out
characteristics such as concern for the welfare of customers, trust and
commitment between partners, and the importance of customer service. Finally,
it identifies a number of requirements for successful RM. The next 12 chapters
describe, analyze and critique RM practice in a number of organizational
settings (supply-chain relationships, principal-agent relationships, business-
to-business relationships, intra-organizational relationships) and industries
(hospitality, air travel, retail banking, corporate banking, credit cards,
financial advisory services, advertising agencies, not-for-profit
organizations). The final chapter reflects on the relationships between theory
and practice.
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