Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever
"This is, by far, the best book among a growing number of books on relationship marketing. It is intellectually stimulating and, at the same time, highly practical. Each chapter is both comprehensive and insightful. The last chapter on organizing for relationship marketing is indeed unique and 'out of the box' thinking."— Dr. Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University"Why recommend this book? Simple. In the growing number of volumes written on relationship marketing, very few offer real value beyond opening the mind to a new concept for the enterprise. Gordon goes many steps further. His approach is strategic and practical at the same time, with many very helpful models, cases, and examples. No cute names, terminology or fluff...simply practical, well-grounded advice and tools. A must if you are involved in your company's change to relationship marketing."— Lane A. Michel, Manager, Relationship Marketing, Corporate Marketing, Hewlett-Packard Company