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Total Relationship Marketing (Cim: Professional)
Rok: 1999
ISBN: 9780750644631
OKCZID: 110025902
Citace (dle ČSN ISO 690):
GUMMESSON, Evert. Total relationship marketing: rom the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm. Oxford: Butterworth-Heinemann, 1999. xiii, 281 s.
Anotace
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. The author shows that relationship marketing represents a dramatic change in marketing thinking- a paradigm shift. As an alternative to the 4Ps of traditional marketing management (Product, Price, Promotion and Place) the book offers thirty relationships, the 30Rs, that are fundamental to the marketing activities of every business.The authoritative treatment covers the key relationships businesses experience; from those with customers (both internal and external) and competitors, to government and the media. The book is-· Highly informative and practical in style. · A powerful analysis of modern relationship marketing · An in depth analysis of each key relationship · Packed with examples and cases from real companies A major contribution to marketing thought internationally the book has already won the Swedish Marketing Federation's award for best marketing book of the year. It is an essential resource, text and reference for all serious marketing practitioners as well as both undergraduate and postgraduate students. Total Relationship Marketing is not a description of relationship marketing techniques and strategies but a broader analysis of marketing management seen as relationships, networking and interactionEncyclopaedic in coverage providing a wide overview of the present state of thinking in this field making it ideal as both a text and a manualWritten by one of Europe's leading marketing thinkers