Total Relationship Marketing: Rethinking Marketing Management by Evert Gummesson
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Total Relationship Marketing
Total Relationship Marketing
Summary
Encyclopaedic coverage on current thinking on total relationship marketing. The author broadens the debate on marketing management beyond the four P's by analysing it in terms of 30 key relationships, each of which is illustrated with a case or example.
Total Relationship Marketing Summary
Table of Contents
Rethinking marketing; classic market relationships; special market relationships; mega relationships - above the market relationships; nano relationships - below market relationships; does relationship marketing pay? relationship marketing and the new organization; the genesis of relationship marketing; in conclusion; relationship marketing is a paradigm shift!
Additional information
GOR001573844
9780750644631
075064463X
Total Relationship Marketing: Rethinking Marketing Management by Evert Gummesson
Used - Very Good
Paperback
Taylor & Francis Ltd
19990505
281
N/A
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