Relationship Marketing - Dialogue and Networks in the E-Commerce Era

Explores the concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. This book also explores the concept in theory and practice for use in the e-commerce era.

Sommario

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.

Dettagli sul prodotto

• Autori: Richard J. Varey
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 04.10.2002
• EAN: 9780470843413
• ISBN: 978-0-470-84341-3
• Pagine: 240
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, E-Commerce, Wissensmanagement