Relationship Marketing (Theory and Practice)

ISBN: 9781853963131
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$84.00
SKU:
9781853963131
Minimum Purchase:
25 units
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Overview

`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.

This book title, Relationship Marketing (Theory and Practice), ISBN: 9781853963131, by Francis Buttle, published by SAGE Publications (May 28, 1996) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.

Unlike Amazon and other retailers who may also offer Relationship Marketing (Theory and Practice) books on their website, we specialize in large quantities and provide personal service, from trusted, experienced, friendly people in Portland, Oregon. We offer a Price Match Guarantee, and QuickQuote form, to make purchasing quick and easy.

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Product Details

Author:
Francis Buttle
Format:
Paperback
Pages:
214
Publisher:
SAGE Publications (May 28, 1996)
Language:
English
Audience:
Professional and scholarly
ISBN-13:
9781853963131
ISBN-10:
1853963135
Weight:
12oz
Dimensions:
6" x 9"
File:
Corwin-org_sage_onix30_full_US_20241001-20241003.xml
List Price:
$84.00
Case Pack:
20
As low as:
$61.32
Publisher Identifier:
P-CORWIN
Discount Code:
E
Folder:
Corwin
Pub Discount:
50

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