Relationship Marketing

Manfred Bruhn

• 9783800645503

Samenvatting:

Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic. Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area. Key Features:Extensive coverage of the current thinking on relationship marketing Examines relationship marketing as a science whilst also covering the practical aspects of implementation Contains many European and American examples of relationship marketing in practice. Clear management approach and systematic structure