Cargando…
Managing Market Relationships : Methodological and Empirical Insights.
Managing Marketing Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Farnham :
Ashgate Pub.,
2008.
|
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | Managing Marketing Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship ma. |
|---|---|
| Descripción Física: | 1 online resource (245 pages) |
| ISBN: | 9781409403418 1409403416 1282344765 9781282344761 |