Managing market relationships: methodological and empirical insights
Auteur :
Lindgreen, Adam
Éditeur :
Taylor & Francis Inc
ISBN :
9780815390404
Date de publication :
20 nov. 2017
Dimensions :
23,4 x 15,6 cm
Poids :
620 g
Langue :
Anglais
Pays d'origine :
USA
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.