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Item Details
| Title:
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RELATIONSHIP MARKETING
THEORY AND PRACTICE |
| By: |
Francis Buttle (Editor) |
| Format: |
Electronic book text |
| List price:
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£37.19 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
1849206767 |
| ISBN 13: |
9781849206761 |
| Publisher: |
SAGE PUBLICATIONS LTD (DIGITAL) |
| Pub. date: |
28 May, 1996 |
| Pages: |
214 |
| Description: |
Examines relationship marketing (RM) theory, reviews RM definitions and reports on the economic arguments in favor of RM. This book describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners and the importance of customer service. |
| Synopsis: |
`This 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 UniversityBy 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 the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice. |
| Publication: |
UK |
| Imprint: |
SAGE Publications Ltd |
| Returns: |
Non-returnable |
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