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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Lindgreen, Adam
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Farnham : Ashgate Pub., 2008.
Temas:
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Contents; List of Figures; List of Tables; Preface; Acknowledgments; Reviews for Managing Market Relationships; Chapter 1 Introduction; Chapter 2 Research Approach; Chapter 3 Understanding of Relationship Marketing; Chapter 4 Implementation of Relationship Marketing; Chapter 5 Evolution of Relationship Marketing; Chapter 6 Control of Relationship Marketing; Chapter 7 Conclusions; Appendix: Relationship Management Assessment Tool; Index.