Relationship marketing : theory and practice /

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T̀his 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 G...

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Bibliographic Details
Call Number:Libro Electrónico
Other Authors: Buttle, Francis
Format: Electronic eBook
Language:Inglés
Published: London : Chapman, ©1996.
Subjects:
Relationship marketing.
Marketing relationnel.
BUSINESS & ECONOMICS > Green Business.
Relationship marketing
Relatiemarketing.
Online Access:Texto completo
Table of Contents:
  • Cover; Contents; Preface; 1
  • Relationship marketing; 2
  • Supply-chain relationships; 3
  • Principal-agent relationships; 4
  • Business-to-business relationships; 5
  • Internal relationships; 6
  • Retail banking; 7
  • Corporate banking; 8
  • Credit cards; 9
  • Financial advisers and savings and investment products; 10
  • Airlines; 11
  • Hospitality; 12
  • The advertising agency-client relationship; 13
  • Relationship marketing within the not-far-profit sector; 14
  • Where do we go now in relationship marketing?; Index.

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