Book Details
Format
Paperback / Softback
ISBN-10
1861529317
ISBN-13
9781861529312
Edition
New
Publisher
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Apr 3rd, 2003
Print length
236 Pages
Weight
502 grams
Dimensions
24.50 x 18.90 x 1.60 cms
Product Classification:
Sales & marketing management
Ksh 13,400.00
Manufactured on Demand
0 in stock
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Quality
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Using case studies and examples the authors summarize the key ideas of relationship marketing and explore its use in consumer markets on the part of companies ranging from large multinationals down to small and medium-size companies.
Relationship Marketing is growing in popularity as a significant component of Services Marketing courses and as a subject in its own right. Relationship Marketing Management aims to summarize existing work on Relationship Marketing (RM) and to examine the practical application of these concepts. These aims are achived not only by the inclusion of case studies and illustrative examples, but also by devoting four chapters to the planning, implementation and monitoring of RM programmes. Relationship Marketing Management presents a coherent overview of the theory as well as exploring the practicalities of RM. Aimed mainly at postgraduates and senior level undergraduates, the academic content of the book is supported by an extensive review of current literature in respected journals and is presented in a form that is accessible to the students.
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