Relationship Marketing - Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention (Hardcover, 2000 ed.)

The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing in practice."This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require."Prof. Philip Kotler, Northwestern University, Illinois

General

Imprint:	Springer-Verlag
Country of origin:	Germany
Release date:	2000
First published:	2000
Editors:	Thorsten Hennig-Thurau • Ursula Hansen
Dimensions:	235 x 155 x 26mm (L x W x T)
Format:	Hardcover
Pages:	462
Edition:	2000 ed.
ISBN-13:	978-3-540-66942-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Public relations Books > Business & Economics > Business & management > Sales & marketing > Customer services
LSN:	3-540-66942-6
Barcode:	9783540669425

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!