Managing Market Relationships : Methodological and Empirical Insights.
Lindgreen, Adam.
Managing Market Relationships : Methodological and Empirical Insights. - Farnham : Ashgate Pub., 2008. - 1 online resource (245 pages)
Cover; Contents; List of Figures; List of Tables; Preface; Acknowledgments; Reviews for Managing Market Relationships; Chapter 1 Introduction; Chapter 2 Research Approach; Chapter 3 Understanding of Relationship Marketing; Chapter 4 Implementation of Relationship Marketing; Chapter 5 Evolution of Relationship Marketing; Chapter 6 Control of Relationship Marketing; Chapter 7 Conclusions; Appendix: Relationship Management Assessment Tool; Index.
Managing Marketing Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship ma.
9781409403418 (electronic bk.) 1409403416 (electronic bk.) 1282344765 9781282344761
Relationship marketing.
Marketing research.
Marketing relationnel.
Marketing--Recherche.
BUSINESS & ECONOMICS--Customer Relations.
Marketing research.
Relationship marketing.
Electronic books.
Electronic books.
HF5415.55 / .L56 2008
658.8/12 658.812
Managing Market Relationships : Methodological and Empirical Insights. - Farnham : Ashgate Pub., 2008. - 1 online resource (245 pages)
Cover; Contents; List of Figures; List of Tables; Preface; Acknowledgments; Reviews for Managing Market Relationships; Chapter 1 Introduction; Chapter 2 Research Approach; Chapter 3 Understanding of Relationship Marketing; Chapter 4 Implementation of Relationship Marketing; Chapter 5 Evolution of Relationship Marketing; Chapter 6 Control of Relationship Marketing; Chapter 7 Conclusions; Appendix: Relationship Management Assessment Tool; Index.
Managing Marketing Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship ma.
9781409403418 (electronic bk.) 1409403416 (electronic bk.) 1282344765 9781282344761
Relationship marketing.
Marketing research.
Marketing relationnel.
Marketing--Recherche.
BUSINESS & ECONOMICS--Customer Relations.
Marketing research.
Relationship marketing.
Electronic books.
Electronic books.
HF5415.55 / .L56 2008
658.8/12 658.812