Articoli correlati a Total Relationship Marketing: Rethinking Marketing...

Total Relationship Marketing: Rethinking Marketing Management - Brossura

Gummesson, Evert

 
9780750654074: Total Relationship Marketing: Rethinking Marketing Management
Brossura
ISBN 10: 0750654074 ISBN 13: 9780750654074
Casa editrice: Butterworth-Heinemann, 2002

Sinossi

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.

A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.

  • Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
  • Comprehensive coverage on the Internet, e-Business and one-to one marketing
  • New examples, cases, concepts and references have been added to aid the reader

    • Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

    L'autore

    Evert Gummesson is one of Europe's leading marketing thinkers. He has a major international reputation based on his teaching, writing and consultancy in Europe, the UK and North America. Since the first edition of Total Relationship Marketing, Evert Gummesson has received two awards for his pioneering work in marketing: "The Year 2000 Award For Leadership In The Services Field" presented by The AMA and The Chris Ottander Prize, a Swedish award sponsored by the leading business weekly Veckans Affärer.

    Contenuti

    Rethinking Marketing; Classic market relationships; Special market relationships; Mega relationships; Nano relationships; Do relationship marketing and CRM pay?; Relationship marketing, the network organization and the network society; The genesis of relationship marketing and CRM; In conclusion: relationship marketing is a paradigm shift!

    Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

    Editore
    Butterworth-Heinemann
    Data di pubblicazione
    2002
    Lingua
    Inglese
    ISBN 10 
    0750654074
    ISBN 13 
    9780750654074
    Rilegatura
    Copertina flessibile
    Numero edizione
    2
    Numero di pagine
    320
    Contatto del produttore
    non disponibile
    Persona responsabile
    Yeepin GmbH
    492000000000
    sunshine12232@outlook.com

    Alleestr.11
    Kaiserslautern
    Rheinland-Pfalz
    67655
    Germania

    Altre edizioni note dello stesso titolo

    9780750644631: Total Relationship Marketing: Rethinking Marketing Management

    Edizione in evidenza

    ISBN 10:  075064463X ISBN 13:  9780750644631
    Casa editrice: Butterworth-Heinemann Ltd, 1999
    Brossura