MARKETING MANAGEMENT A RELATIONSHIP MARKETING PERSPECTIVE
By Marketing and Logistics Group Cranfield School of Management.
Description
Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout. Through the book contributors explore five key areas: * The Role of Relationship Marketing in Business * The Customer Retention Audit * Creating Customer Value Through the Expanded Marketing Mix * Planning and Organising for Relationship Marketing * Relationship Marketing in Action With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postg...
ISBN(s)
0333777506, 9780333777503
