Managing market relationships: methodological and empirical insights
Auteur :
Lindgreen, Adam
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138356467
Date de publication :
31 janv. 2022
Dimensions :
23,4 x 15,6 cm
Poids :
389 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions.