Mohlo by se vám také líbit

Více informací o knize Relationship Marketing

• Parametry knihy
• Anotace
• Oblíbené z jiného soudku

Nákupem získáte 134 bodů

Anotace knihy

'This 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 Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM.The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Relationship Marketing
• Podnázev: Theory and Practice
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 214
• EAN: 9781853963131
• ISBN: 1853963135
• ID: 05113089
• Nakladatelství: SAGE Publications Ltd
• Hmotnost: 330 g
• Rozměry: 235 × 157 × 12 mm
• Datum vydání: 28. May 1996

Oblíbené z jiného soudku

---

---

---