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Relationship marketing : strategy and implementation / Helen Peck ... [et al.]. - Oxford : Butterworth-Heinemann, 1998. - 512p. : ill. 24 cm - CIM professional. .

Includes bibliographical references and index

Relationship marketing: the six markets framework -- The customer market domain: managing relationships with buyers, intermediaries and consumers -- The supplier and alliance market domain -- The referral and influence market domains -- The recruitment and internal market domains -- Creating and implementing relationship marketing strategies

Arranged in 6 sections, Relationship Marketing gives marketing practitioners and students critical examples of best practice from a variety of companies that range from the RSPB to Euro Disney and Laura Ashley to British Airways.



ISBN: 9780750636261 . £30.00 9780750636261 .

Subjects--Topical Terms:
Relationship marketing
Customer relations
Marketing
Business and Management.
Sales & marketing management
Sales & marketing