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'Evert Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing phenomena. Everywhere one turns, we see relationships. Each company must identify the key success relationships in its business and manage them optimally.' Philip Kotler- Distinguished Professor of International Marketing, Northwestern University, USA. 'Evert Gummesson is a pioneer in the field of relationship marketing. He is an original and stimulating thinker whose insights and ideas are essential reading for anyone who is seeking to understand the role of marketing in a rapidly changing global environment. This book is an important contribution to the literature of marketing.' Dr. Michael J. Baker-Foundation Professor of Marketing, University of Strathclyde; President of the A M; Dean of the Chartered Institute of Marketing's Academic Senate
Product Description
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing.
A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
Comprehensive coverage on the Internet, e-Business and one-to one marketing
New examples, cases, concepts and references have been added to aid the reader
A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
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First Sentence
What are RM, CRM and 1 to 1? Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
What are RM, CRM and 1 to 1? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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