Books.org participates in affiliate programs including Bookshop.org and the Amazon Services LLC Associates Program. We may earn a commission from qualifying purchases made through links on this page, at no additional cost to you.
Synopsis
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the 'core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.
Booknews
Relationship marketing has become central to business as companies have begun to stress cooperation and collaboration between suppliers and customers. Specialists in business and marketing provide basic coverage of the theories, concepts, and applications of relationship marketing. Specific topics covered include case studies of relationship marketing in the UK and the Nordic region, the theory of strategic alliances, affinity partnering, horizontal alliances, organizing for relationship marketing, and customer profitability. Annotation c. Book News, Inc., Portland, OR (booknews.com)