Philip Barker and Paul van Schaik
Gower
Hardback
250
Managing Marketing Relationships explains what relationship marketing entails how it is implemented how it evolves and how it is controlled.Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships that so often leads to the premature death of managers' efforts a relationship management assessment tool is provided that helps companies to question identify and prioritize critical aspects of relationship marketing.
Gower
Hardback
250
Managing Marketing Relationships explains what relationship marketing entails how it is implemented how it evolves and how it is controlled.Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships that so often leads to the premature death of managers' efforts a relationship management assessment tool is provided that helps companies to question identify and prioritize critical aspects of relationship marketing.