Total relationship marketing
著者
書誌事項
Total relationship marketing
Butterworth-Heinemann, 2002
2nd ed
- タイトル別名
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Total relationship marketing : marketing management, relationship strategy and CRM approaches for the network economy
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注記
Previous ed.: 1999
"Marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm"
Includes bibliographical references (p. [317]-337) and index
内容説明・目次
内容説明
"Total Relationship Marketing" provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students. Customer Relationship Management (CRM) is a key feature throughout this newly revised edition Comprehensive coverage on the Internet, e-Business and one-to one marketing New examples, cases, concepts and references have been added to aid the reader.
目次
- Rethinking Marketing
- Classic market relationships
- Special market relationships
- Mega relationships
- Nano relationships
- Do relationship marketing and CRM pay?
- Relationship marketing, the network organization and the network society
- The genesis of relationship marketing and CRM
- In conclusion: relationship marketing is a paradigm shift!
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