Total Relationship Marketing (Paperback: 376 pages)
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Product Details: Total Relationship Marketing
| Author: | Evert Gummesson |
| Format: | Paperback: 376 pages. |
| Publisher: | Butterworth-Heinemann (07/11/2008) |
| ISBN: | 0750686332 |
| ISBN13: | 9780750686334 |
| Reading Level: |
Publisher Notes: Total Relationship Marketing
- A powerful and in-depth analysis of modern relationship marketing, the third edition of Gummesson's seminal title consolidates its major contribution to marketing thought internationally and represents what is still a unique perspective. Highly informative, practical in style, and packed with fully updated examples and cases from real companies, it is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries.
* Updated and refreshed 3rd edition contains new examples, cases and references throughout and has improved features for students including questions for discussion and end-of-chapter summaries
* Topical aspects of Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
* Comprehensive coverage of e-business, one-to-one marketing and revised sections on metrics and networks
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