Relationship marketing : theory and practice /

Relationship marketing : theory and practice /

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Bibliographic Details
Imprint:London : Chapman, ©1996.
Description:1 online resource (xii, 202 pages) : illustrations
Language:English
Subject:
Relationship marketing.
Relationship marketing.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/11286547
Hidden Bibliographic Details
Other authors / contributors:Buttle, Francis.
ISBN:9781849206761
1849206767
9781446252062
144625206X
1282267957
9781282267954
9786612267956
661226795X
9781853963131
1853963135
Digital file characteristics:text file
Notes:Includes bibliographical references and index.
English.
Print version record.
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.
Other form:Print version: Relationship marketing. London : Chapman, ©1996 9781853963131
Table of Contents:
  • Relationship Marketing
  • Supply-Chain Relationships
  • Principal-Agent Relationships
  • Business-to-Business Relationships
  • Internal Relationships
  • Retail Banking
  • Corporate Banking
  • Credit Cards
  • Financial Advisors and Savings and Investment Products
  • Airlines
  • Hospitality
  • The Advertising Agency-Client Relationship
  • Relationship Marketing within the Not-for-Profit Sector
  • Where Do We Go Now in Relationship Marketing?

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