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Marketing Channels: A Relationship Management Approach (The Irwin Series in Marketing) (Paperback)

by Lou Pelton (Author), David Strutton (Author), James R. Lumpkin (Author)

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Product details

Paperback: 864 pages
Publisher: McGraw-Hill Education (ISE Editions); I.S.ed edition (Sep 1996)
Language English
ISBN-10: 0071146369
ISBN-13: 978-0071146364
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Amazon.co.uk Sales Rank: 3,594,304 in Books (See Bestsellers in Books)

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Book Description
This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues. Careful attention is paid to the pacing of material throughout the semester.
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