Relationship marketing

By: Mark GodsonPublication details: New York : Oxford University Press, 2009, Description: xii, 361 p. : ill. ; 24 cmISBN: 9780199580842Subject(s): 1. Relationship marketingDDC classification: 658.812 GOD

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Item type	Current library	Home library	Call number	Status	Date due	Barcode	Item holds
English Lending	Villa College Library	Villa College Library	658.812 GOD (Browse shelf(Opens below))	Available		3614

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Contents:
Pt. 1 Identification - Origins and Extent of Relationship Marketing
1.Background and Theory
Pt. 2 Investigation and Interpretation - Customer Relationships
2.The Nature of Relationships
3.The Significance of Customer Retention
4.Customer Loyalty and Involvement
5.Customer Relationship Management (CRM)
Pt. 3 Investigation and Interpretation-Other Relationships
6.Electronic Relationships
7.External Relationships
8.Supplier Relations
9.Internal Relationships
Pt. 4 Implications - For Organizations and the Future
10.The Management of Relationships
11.The Future of Relationship Marketing.
Includes bibliographical references and index.

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