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Relationship marketing / Mark Godson

Main Author Godson, Mark Publication Oxford : Oxford University Press, 2009reprint 2013 Description XII, 361 p. ISBN 9780199211562 Abstract Índice: Part 1: Identification - origins and extent of relationship marketing; Part 2: Investigation and interpretation - customer relationships; Part 3: Investigation and interpretation - other relationships; Part 4: Implications - for organizations and the future
 Resumo: Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guiness and Metro. Topical name Marketing
Marketing relacional
Customer relationship management CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [R] GOD 10511 Presencial/Restrito 10511
Total holds: 0

Índice: Part 1: Identification - origins and extent of relationship marketing; Part 2: Investigation and interpretation - customer relationships; Part 3: Investigation and interpretation - other relationships; Part 4: Implications - for organizations and the future

Resumo: Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guiness and Metro.

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