Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development) - Softcover

Gummesson, Evert

 
9780750644631: Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development)

Inhaltsangabe

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.

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Vorgestellte Ausgabe

ISBN 10:  0750654074 ISBN 13:  9780750654074
Verlag: Butterworth-Heinemann, 2002
Softcover