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Record Nr. |
UNINA9910778501403321 |
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Titolo |
Relationship marketing [[electronic resource] ] : theory and practice / / edited by Francis Buttle |
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Pubbl/distr/stampa |
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London, : Paul Chapman, c1996 |
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London : , : Paul Chapman, , 1996 |
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ISBN |
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1-282-26795-7 |
9786612267956 |
1-84920-676-7 |
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Descrizione fisica |
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1 online resource (215 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Marketing |
Customer relations |
Customer services |
Quality control |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; Contents; Preface; 1 - Relationship marketing; 2 - Supply-chain relationships; 3 - Principal-agent relationships; 4 - Business-to-business relationships; 5 - Internal relationships; 6 - Retail banking; 7 - Corporate banking; 8 - Credit cards; 9 - Financial advisers and savings and investment products; 10 - Airlines; 11 - Hospitality; 12 - The advertising agency-client relationship; 13 - Relationship marketing within the not-far-profit sector; 14 - Where do we go now in relationship marketing?; Index |
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Sommario/riassunto |
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`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, revi |
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