83,99 €
inkl. MwSt.
Versandkostenfrei*
Versandfertig in 1-2 Wochen
payback
42 °P sammeln
  • Broschiertes Buch

`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!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on…mehr

Produktbeschreibung
`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!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The 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.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Autorenporträt
CONTRIBUTORS AFFILIATIONS: Neil Carruthers Manchester Business School Tony Conway University College, Salford Gary Davies Manchester Business School Christine Ennew University of Nottingham David Gilbert University of Surrey Suzanne Gilpin Manchester Metropolitan University Mary Hartley University of Nottingham Christopher P Holland Manchester Business School Paul Michell Manchester Business School Brian Moores JohnA Murphy Manchester Business School Peter Naude Manchester Business School Javier F Reynoso Graduate School of Business Administration, ITESM, Monterrey, Mexico Charles Schell Manchester Business School Steve Worthington Staffordshire University Business School