Relationship marketing
Auteur :
Christopher, Martin / Payne, Adrian / Ballantyne, David
Éditeur :
Taylor & Francis Ltd
ISBN :
9780750648394
Date de publication :
30 oct. 2002
Dimensions :
23,4 x 15,6 cm
Poids :
416 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. This book provides advice on how to develop, integrate and implement the various strands of a successful relationship strategy.