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Books > Business & Economics > Business & management > Sales & marketing
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Total Relationship Marketing (Paperback, 3rd edition)
Loot Price: R1,516
Discovery Miles 15 160
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Total Relationship Marketing (Paperback, 3rd edition)
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This third edition of Total Relationship Marketing confirms it as a
classic text on the subject of relationship marketing and CRM,
areas which have become accepted - and debated - parts of marketing
but are currently undergoing dramatic change. A major contribution
to marketing thought internationally, this seminal title presents a
powerful in-depth analysis of relational approaches to marketing
where the three words relationships, networks and interaction are
king. The book effects a dramatic shift in the fundamentals of
marketing thought, with the author's refined model of thirty
relationships, the 30Rs, presenting a sophisticated and cogent
challenge to the traditional 4Ps schema. Previous editions were
widely praised as breakthrough texts in the field, combining
incisive and searching analysis with an accessible and pragmatic
approach to putting the theory to work. This third edition is the
first book on relationship marketing and CRM to integrate the
ongoing evolution in marketing through the service-dominant logic,
lean consumption and the customer's value chain, the augmented role
of the customer in value creation, the increasing importance of
customer-to-customer (C2C) interaction, network-based many-to-many
marketing, and marketing accountability and metrics. It addresses
both the high tech, information technology aspects of marketing and
the high touch, human aspects. Further, customer-centricity is
suggested to be broadened to balanced centricity, a trade-off
between the needs of all stakeholders of a network of
relationships. Examples, cases, concepts and references have been
updated. Highly informative, practical in style and packed with
illustrations from real companies, Total Relationship Marketing is
an essential resource for all serious marketing practitioners as
well as undergraduate and postgraduate students.
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