Features
- Cover Type: Hard Cover with 300 pages
- Published by: Springer
- Edition: 1st Edition June 20, 2002
- Written in: English
- ISBN 10 Number: 3540431616
- ISBN 13 Number: 978-3540431619
-
Book Dimensions:
9.5 x 7.6 x 1 inches
- Weighs: 2 pounds
Book Description
There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more profit and value for the company than do "negotiating power" and "market dominance". This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.
Book Info
Encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rational and paradigms.
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