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Relationship marketing - Dr Manfred Bruhn
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Title
Relationship marketing - management of customer relationships
Relationship marketing - management of customer relationships
Author
Dr Manfred Bruhn
Dr Manfred Bruhn
format
Paperback / softback
Paperback / softback
Publisher
Financial Times/Prentice Hall
Financial Times/Prentice Hall
Language
English
English
UK Publication Date
20021119
20021119
Description
Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic.
Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area.
Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area.
Key Features:
- Extensive coverage of the current thinking on relationship marketing
- Examines relationship marketing as a science whilst also covering the practical aspects of implementation
- Contains many European and American examples of relationship marketing in practice.
- Clear management approach and systematic structure
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