Relationship Marketing (BOK)

Tracy Harwood, Anne J Broderick, Tony Garry

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This book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing. Drawing on existing literature and current thinking, "Relationship Marketing" explores the different perspectives on the subject and presents them in relation to a range of practical contexts, including the public sector, arts, professional services and virtual communities as well as the more traditional domains of marketing.Key features: a wide range of learning tools including mini-cases, discussion questions, activities and insights to help facilitate effective learning and provide frequent reinforcement; coverage of contemporary issues and topics including technology and virtual communities; and, the contexts section has an extensive range of cases that illustrate relationship marketing in practice. This section is designed to encourage the reader to strengthen and develop their own understanding of the subject. Designed specifically with the student in mind, it is the perfect companion for undergraduate students, postgraduate students and marketing practioners.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2008 Forfatter Anne J Broderick, Tony Garry, Tracy Harwood
Forlag
MCGRAW-HILL Higher Education
ISBN 9780077114220
Antall sider 264 Dimensjoner 18,8cm x 24,8cm x 1,9cm
Vekt 577 gram Leverandør Bertram Trading Ltd
Emner og form Customer services