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Relationship marketing management / Edward Little and Ebi Marandi
Publication details: London : South-Western Cengage Learning, c2003. Description: xi, 236 p. : ill. ; 30 cmISBN: 9781861529312DDC classification: 658.812 LIT| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
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| 658.812 KAU Up your service! : strategies and action steps to delight your customers now! / | 658.812 LIT Relationship marketing management / | 658.812 LIT Relationship marketing management / | 658.812 LIT Relationship marketing management / | 658.812 LIT Relationship marketing management / | 658.812 LIT Relationship marketing management / | 658.812 LIT Relationship marketing management / |
Content includes:
1. Introduction
2. Criticisms of traditional marketing
3. Characteristics of RM
4. Drivers of RM
5. Planning RM programmes
6. Implementing RM programmes - strategy, structure and systems
7. Implementing RM programmes - shared values, staff, skills and style
8. Monitoring and controlling relationships
9. Ethical considerations in RM
10. Key account management
11. Customer relationship management
12. Case studies
Includes index
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