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...
| Основен автор: | Lindgreen, Adam. |
|---|---|
| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Farnham :
Ashgate Pub.,
2008.
|
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=421367 |
| Резюме: |
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. |
|---|---|
| Физически характеристики: |
1 online resource (245 pages) |
| ISBN: |
9781409403418 1409403416 1282344765 9781282344761 |