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Relationship marketing : strategy and implementation / Helen Peck ... [et al.].

Contributor(s): Material type: TextTextSeries: CIM professional. Chartered Institute of MarketingPublication details: Oxford : Butterworth-Heinemann, 1998.Description: 512p. : ill. 24 cmISBN:
  • 9780750636261 .
  • 9780750636261 .
Subject(s):
Partial contents:
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
Summary: 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.
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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.

First published: 1999, reprinted 2000 and 2004

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