| Description |
xii, 202 pages : illustrations ; 24 cm |
| Contents |
1. Relationship marketing / Francis Buttle -- 2. Supply-chain relationships / Gary Davies -- 3. Principal - agent relationships / Neil Carruthers -- 4. Business-to-business relationships / Peter Naude and Christopher Holland -- 5. Internal relationships / Javier F. Reynoso and Brian Moores -- 6. Retail banking / John A. Murphy -- 7. Corporate banking / Charles Schell -- 8. Credit cards / Steve Worthington -- 9. Financial advisers and savings and investment products / Christine Ennew and Mary Hartley -- 10. Airlines / David Gilbert -- 11. Hospitality / Suzanne C. Gilpin -- 12. The advertising agency - client relationship / Paul Michell -- 13. Relationship marketing within the not-for-profit sector / Tony Conway -- 14. Where do we go now in relationship marketing? / Francis Buttle |
| Summary |
TĚ€his book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don t argue. Just read the book!' - Evert Gummesson, Stockholm University. By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Customer relations.
|
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Customer services.
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Marketing.
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Quality control.
|
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Relationship marketing.
|
| Author |
Buttle, Francis.
|
| LC no. |
96223102 |
| ISBN |
1853963135 (paperback) |
|
