Total relationship marketing

Evert Gummesson

Ch. 1. Relational approaches to marketing -- Ch. 2. Classic market relationships -- Ch. 3. Special market relationships -- Ch. 4. Mega relationships -- Ch. 5. Nano relationships -- Ch. 6. Marketing metrics and return on relationships -- Ch. 7. RM and the network organization -- Ch. 8. RM/CRM : drivers of a paradigm shift in marketing.

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Year of publication:	2008 ; Third edition.
Authors:	Gummesson, Evert
Publisher:	Amsterdam : Butterworth-Heinemann, an imprint of Elsevier,

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Extent:	1 online resource (xiv, 376 pages)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references (pages [345]-363) and index.
ISBN:	978-0-08-088011-2 ; 978-1-136-35414-4 ; 978-1-136-35418-2 ; 978-1-136-35419-9 ; 978-1-138-16893-0 ; 978-0-7506-8633-4
Other identifiers:	10.4324/9780080880112 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014500100