|
Books > Business & Economics > Business & management > Sales & marketing
|
Buy Now
Total Relationship Marketing (Paperback, 3rd edition)
Loot Price: R1,613
Discovery Miles 16 130
|
|
|
Total Relationship Marketing (Paperback, 3rd edition)
Expected to ship within 12 - 17 working days
|
Donate to Gift Of The Givers
Total price: R1,633
Discovery Miles: 16 330
|
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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
(1)
