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1731693 Varey, Richard J.:
Relationship Marketing
 Dialogue and Networks in the E-Commerce Era
 Preis:   € 42,90

Einband: Br
Auflage: 1. Auflage
Verlag: John Wiley & Sons Chichester
Erscheinungsdatum: 10/2002
Seiten: 240 S.

ISBN-10: 0-470-84341-1   
ISBN-13: 978-0-470-84341-3

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Marketing Management | Wirtschaft | 
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Beschreibung
This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.
Inhalt
Preface.
Acknowledgements.
Introduction.
The New Marketing.
Exchange Relationships.
Interaction, Communication, and Dialogue - or Information?
Relationship Marketing as Managing Trading Relationships.
The Customer Relationship Management System.
Managing Customer Relationships.
What next?
Index.
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