Name: Relationship Marketing (en Inglés)
SKU: 2695777
Price: 128220.00 CLP
Availability: InStock
Author: Mark Godson
ISBN: 9780199211562

portada Relationship Marketing (en Inglés)

Formato

Libro Físico

Editorial

Oxford University Press

Autor

Mark Godson

Año

2009

Idioma

Inglés

N° páginas

425

Encuadernación

Tapa Blanda

Peso

1.80

ISBN

0199211566

ISBN13

9780199211562

N° edición

Relationship Marketing (en Inglés)

Mark Godson (Autor) · Oxford University Press · Tapa Blanda

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Reseña del libro "Relationship Marketing (en Inglés)"

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, Guinness 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. Online Resource Centre For lecturers: Answers to case and discussion questions PowerPoint slides For students: Internet exercises Web links Extra case material Flashcard glossary