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 ParadigmRoutledge, 2002 - 350 páginas Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
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Contenido
Chapter 1 Rethinking marketing | 1 |
Chapter 2 Classic market relationships | 33 |
Chapter 3 Special market relationships | 59 |
Chapter 4 Mega relationships | 145 |
Chapter 5 Nano relationships | 179 |
Chapter 6 Do RM and CRM pay? | 225 |
Chapter 7 RM the network organization and the network society | 255 |
Chapter 8 The genesis of RM and CRM | 281 |
Chapter 9 In conclusion RM and CRM provide a paradigm shift | 307 |
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Otras ediciones - Ver todas
Total Relationship Marketing: Marketing Strategy Moving from the 4Ps ... Evert Gummesson Sin vista previa disponible - 2002 |
Términos y frases comunes
activities adhocracy advertising balanced scorecard bank become brand buyer call centre cent Chapter collaboration company’s competition competitors concept consultants consumer core corporations create customer relationships customer’s delivery distribution eCRM Electrolux employees Ericsson established example external Figure focus global Gummesson IKEA important individual industry Ingvar Kamprad intellectual capital internal marketing Internet investors knowledge long-term relationships manufacturing market economy market relationships marketing and sales marketing equilibrium marketing function marketing management marketing mix marketing theory mass marketing matrix mega mega alliances mega relationships monopoly nano relationships network approach network of relationships network organization networks and interaction offers operations organizational organized crime owners parties profit centres provider PTMs quality management relationship marketing retailer RM and CRM role sector service encounter services marketing Skandia social society supplier today’s traditional transaction cost analysis transaction costs types