Godson Mark
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Relationship Marketing
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Oxford University Press
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Автор: Godson Mark
Издательство: Oxford University Press, 2009
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DjVu, 374 страницы, 14.96 МБ
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Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guiness and Metro. The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future.
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1355
 sel84
17 августа 2011
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