Total relationship marketing : from the 4Ps-product, price, promotion, place- of traditional marketing management to the 30Rs-the thirty relationships- of the new marketing paradigm
著者
書誌事項
Total relationship marketing : from the 4Ps-product, price, promotion, place- of traditional marketing management to the 30Rs-the thirty relationships- of the new marketing paradigm
Butterworth-Heinemann, 1999
- : pbk
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注記
Includes bibliographical references (p. [259]-273) and index
内容説明・目次
内容説明
Encyclopaedic coverage on current thinking on total relationship marketing. The author broadens the debate on marketing management beyond the "four P's" by analysing it in terms of 30 key relationships, each of which is illustrated with a case or example.
目次
- Rethinking marketing
- classic market relationships
- special market relationships
- mega relationships - above the market relationships
- nano relationships - below market relationships
- does relationship marketing pay? relationship marketing and the new organization
- the genesis of relationship marketing
- in conclusion
- relationship marketing is a paradigm shift!
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