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Books > Business & Economics > Business & management > Sales & marketing

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Relationship Marketing (Paperback) Loot Price: R727
Discovery Miles 7 270
You Save: R66 (8%)

Relationship Marketing (Paperback)

Mark Godson

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List price R793 Loot Price R727 Discovery Miles 7 270 | Repayment Terms: R68 pm x 12* You Save R66 (8%)

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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, Guiness 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 organizations and for the future.
Online Resource Center
For lecturers:
Answers to case and discussion questions
PowerPoint slides
For students:
Internet exercises
Web links
Extra case material
Flashcard glossary

General

Imprint: Oxford UniversityPress
Country of origin: United Kingdom
Release date: February 2009
First published: April 2009
Authors: Mark Godson
Dimensions: 246 x 190 x 22mm (L x W x T)
Format: Paperback
Pages: 361
ISBN-13: 978-0-19-921156-2
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
Books > Varsity Textbooks
Books > Academic & Education > Varsity Textbooks > Business & Economics
Books > Academic & Education > Varsity Textbooks > Business Management
Books > Academic & Education > Varsity Textbooks > Marketing
LSN: 0-19-921156-6
Barcode: 9780199211562

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