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Handbook on Research in Relationship Marketing (Paperback) Loot Price: R1,637
Discovery Miles 16 370
Handbook on Research in Relationship Marketing (Paperback): Robert M Morgan, Janet Turner Parish, George Deitz

Handbook on Research in Relationship Marketing (Paperback)

Robert M Morgan, Janet Turner Parish, George Deitz

Series: Research Handbooks in Business and Management series

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Loot Price R1,637 Discovery Miles 16 370 | Repayment Terms: R153 pm x 12*

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Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business strategies.Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. The Handbook on Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners. The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention. Contributors: M. Bose, T. Boyd, S. Cadwallader, G. Deitz, J.A. Garretson Folse, D.D. Gremler, T.W. Gruen, E. Gummesson, K.P. Gwinner, J.D. Hansen, B.B. Holloway, M.J. Howley Jr., R. Lacey, S. Lampo, K. Landua, K.N. Lemon, H. Majra, R.W. Palmatier, J.T. Parish, R.D. Raggio, S.A. Samaha, R. Saxena, J.N. Sheth, M. Sinha, A. Thomas, P.C. Verhoef, A.G. Walz, S. Wang

General

Imprint: Edward Elgar Publishing Ltd
Country of origin: United Kingdom
Series: Research Handbooks in Business and Management series
Release date: June 2016
Editors: Robert M Morgan • Janet Turner Parish • George Deitz
Dimensions: 234 x 156mm (L x W)
Format: Paperback
Pages: 352
ISBN-13: 978-1-78347-940-5
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 1-78347-940-X
Barcode: 9781783479405

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