Total relationship marketing : marketing strategy moving from the 4Ps--product, price, promotion, place--of traditional marketing management to the 30Rs--the thirty relationships--of a new marketing paradigm /
Gummesson, Evert, 1936-
Total relationship marketing : marketing strategy moving from the 4Ps--product, price, promotion, place--of traditional marketing management to the 30Rs--the thirty relationships--of a new marketing paradigm / - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, 2002. - xiii, 350 p. : ill. ; 25 cm.
Includes bibliographical references (p. [317]-337) and index.
Gummesson provides encyclopaedic coverage on current thinking on total relationship marketing. He broadens the debate on marketing management by analysing it in terms of relationships, networking and interaction.
9780750654074 9780750654074: £22.99
Relationship marketing.
Marketing--Management.
658.812 / GUM
Total relationship marketing : marketing strategy moving from the 4Ps--product, price, promotion, place--of traditional marketing management to the 30Rs--the thirty relationships--of a new marketing paradigm / - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, 2002. - xiii, 350 p. : ill. ; 25 cm.
Includes bibliographical references (p. [317]-337) and index.
Gummesson provides encyclopaedic coverage on current thinking on total relationship marketing. He broadens the debate on marketing management by analysing it in terms of relationships, networking and interaction.
9780750654074 9780750654074: £22.99
Relationship marketing.
Marketing--Management.
658.812 / GUM