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
Author(s)
Bibliographic Information
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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Note
Includes bibliographical references (p. [259]-273) and index
Description and Table of Contents
Description
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.
Table of Contents
- 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!
by "Nielsen BookData"