A01=Mark Godson
Author_Mark Godson
Category=KJS
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eq_business-finance-law
eq_isMigrated=0
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Product details
- ISBN 9780199211562
- Weight: 730g
- Dimensions: 187 x 245mm
- Publication Date: 26 Feb 2009
- Publisher: Oxford University Press
- Publication City/Country: GB
- Product Form: Paperback
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Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guinness and Metro.
The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future.
Online Resource Centre
For lecturers:
Answers to case and discussion questions
PowerPoint slides
For students:
Internet exercises
Web links
Extra case material
Flashcard glossary
