{"product_id":"relationship-marketing-6","title":"Relationship Marketing","description":"`This 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!′ - \u003cb\u003e\u003ci\u003eEvert Gummesson, Stockholm University\n\u003c\/i\u003e\u003c\/b\u003e\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003ci\u003eBy examining the relationship between theory and practice,\u003cb\u003e Relationship Marketing\u003c\/b\u003e appears at an important stage in the development of relationship marketing.\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003ci\u003eThe opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising  agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"SAGE Publications Ltd","offers":[{"title":"Default Title","offer_id":54259396837720,"sku":"9781853963131","price":82.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781853963131.jpg?v=1777789830","url":"https:\/\/agendabookshop.com\/products\/relationship-marketing-6","provider":"Agenda Bookshop","version":"1.0","type":"link"}