Relationship marketing : theory and practice / edited by Francis Buttle.

Contributor(s):

Buttle, Francis

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781849206761
1849206767
9781446252062
144625206X
1282267957
9781282267954
9786612267956
661226795X

Subject(s):

Genre/Form:

Additional physical formats: Print version:: Relationship marketing.DDC classification:

658.8/02 22

LOC classification:

HF5415.55 .R45 1996eb

Online resources:

Click here to access online

Contents:

Cover; Contents; Preface; 1 -- Relationship marketing; 2 -- Supply-chain relationships; 3 -- Principal-agent relationships; 4 -- Business-to-business relationships; 5 -- Internal relationships; 6 -- Retail banking; 7 -- Corporate banking; 8 -- Credit cards; 9 -- Financial advisers and savings and investment products; 10 -- Airlines; 11 -- Hospitality; 12 -- The advertising agency-client relationship; 13 -- Relationship marketing within the not-far-profit sector; 14 -- Where do we go now in relationship marketing?; Index.

Summary: T̀his book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don t argue. Just read the book!' - Evert Gummesson, Stockholm University. By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on.

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Holdings
Item type	Home library	Collection	Call number	Materials specified	Status	Date due	Barcode
Electronic-Books	OPJGU Sonepat- Campus	E-Books EBSCO			Available

Includes bibliographical references and index.

Print version record.

T̀his book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don t argue. Just read the book!' - Evert Gummesson, Stockholm University. By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on.

English.

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