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
- ISBN10 1322999813
- ISBN13 9781322999814
- Publish Date 1 January 2015 (first published 19 November 2002)
- Publish Status Active
- Out of Print 17 June 2015
- Publish Country US
- Imprint Vahlen
- Format eBook
- Pages 467
- Language German