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Relationship Marketing at Meripustak

Relationship Marketing

Books from same Author: Mark Godson

Books from same Publisher: OXFORD UNIVERSITY PRESS

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    • General Information  
    Author(s)Mark Godson
    PublisherOXFORD UNIVERSITY PRESS
    ISBN9780199580842
    Pages376
    BindingPaperback
    LanguageEnglish
    Publish YearAugust 2009

    Description

    OXFORD UNIVERSITY PRESS Relationship Marketing by Mark Godson

    Relationship marketing has been written in a highly accessible way to ensure clear understanding and ignite the readers interest. The author presents a critical overview of the subject to enable students to engage with issues and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini Guiness and Metro. The text begins by looking at how and why relationship marketing originated before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction retaining customers customer loyalty and customer relationship management. Part three discusses different types of relationships such as e-relationships and supplier relationships as well as considering both internal and external relationships. The text concludes with a section on the implications both for organizations and for the future.