Relationship marketing
By: Robert W. Palmatier
Series: Relevant knowledge series; Relevant knowledge series
Publisher: Marketing Science Institute
Published: 2008
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 142
ISBN-13: 9780965711494
Subjects: Relationship marketing; Customer relations
Description: Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.
Notes: Includes bibliographical references (p. 119-136).
Table of contents: title: What is relationship marketing?; title: How does relationship marketing work?; title: How do relationships change over time?; title: Understanding relationship marketing's financial impact; title: Building and maintaining strong relationships; title: Targeting and adapting relationship marketing strategies; title: Enhance performance through best practice; title: Future research directions and topics.