Handbook of Relationship Marketing
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the core′ of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative...
Format:Hardcover
Language:English
ISBN:0761918108
ISBN13:9780761918103
Release Date:December 1999
Publisher:Sage Publications, Inc
Length:680 Pages
Weight:2.75 lbs.
Dimensions:1.9" x 6.3" x 9.3"
Customer Reviews
1 rating
Handbook of Relationship Marketing
Published by Thriftbooks.com User , 24 years ago
This book attempts to pull together the latest thinking on relationship marketing from America, the UK and Europe. It is a very good reference book for someone carrying out academic study in the field. It is biased towards business to business and services and admits that relationship marketing is not as well documented in the area of mass market products.
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