TY  - BOOK
AU  - Lindgreen,Adam
TI  - Managing Market Relationships: Methodological and Empirical Insights
SN  - 9781409403418
AV  - HF5415.55 .L56 2008
U1  - 658.8/12658.812 
PY  - 2008///
CY  - Farnham
PB  - Ashgate Pub.
KW  - Relationship marketing
KW  - Marketing research
KW  - Marketing relationnel
KW  - Marketing
KW  - Recherche
KW  - BUSINESS & ECONOMICS
KW  - Customer Relations
KW  - bisacsh
KW  - fast
KW  - Electronic books
N1  - 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
N2  - 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
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=421367
ER  -