Relationship marketing : dialogue and networks in the e-commerce era
著者
書誌事項
Relationship marketing : dialogue and networks in the e-commerce era
Wiley, c2002
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. "Relationship Marketing" explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.
目次
Preface. Acknowledgements. Introduction. The New Marketing. Exchange Relationships. Interaction, Communication, and Dialogue or Information? Relationship Marketing as Managing Trading Relationships. The Customer Relationship Management System. Managing Customer Relationships. What next? Index.
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