Managing Market Relationships : Methodological and Empirical Insights.

By:

Lindgreen, Adam

Material type: Text

TextPublication details: Farnham : Ashgate Pub., 2008.Description: 1 online resource (245 pages)Content type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781409403418
1409403416
1282344765
9781282344761

Subject(s):

Genre/Form:

Additional physical formats: Print version:: No titleDDC classification:

658.8/12 658.812

LOC classification:

HF5415.55 .L56 2008

Online resources:

Click here to access online

Contents:

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.

Summary: 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.

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

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.

Print version record.

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