Total Relationship Marketing: Marketing Management, Relationship Strategy and CRM Approaches For the Network Economy - Softcover

Gummesson, Evert

 
9780750654074: Total Relationship Marketing: Marketing Management, Relationship Strategy and CRM Approaches For the Network Economy
Softcover
ISBN 10: 0750654074 ISBN 13: 9780750654074
Verlag: Butterworth-Heinemann, 2002

Inhaltsangabe

Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing.

A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.

  • Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
  • Comprehensive coverage on the Internet, e-Business and one-to one marketing
  • New examples, cases, concepts and references have been added to aid the reader

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    Über die Autorin bzw. den Autor

    Evert Gummesson is one of Europe's leading marketing thinkers. He has a major international reputation based on his teaching, writing and consultancy in Europe, the UK and North America. Since the first edition of Total Relationship Marketing, Evert Gummesson has received two awards for his pioneering work in marketing: "The Year 2000 Award For Leadership In The Services Field" presented by The AMA and The Chris Ottander Prize, a Swedish award sponsored by the leading business weekly Veckans Affarer.

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    Verlag
    Butterworth-Heinemann
    Erscheinungsdatum
    2002
    Sprache
    Englisch
    ISBN 10 
    0750654074
    ISBN 13 
    9780750654074
    Einband
    Taschenbuch
    Auflage
    2
    Anzahl der Seiten
    350
    Kontakt zum Hersteller
    Nicht verfügbar
    Verantwortliche Person
    Nicht verfügbar

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