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Strategic Relationship Marketing [Paperback]

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Item Number 234708  
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Item description for Strategic Relationship Marketing by Søren Hougaard...

There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more and "market dominance". This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.

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Item Specifications...

Pages   371
Est. Packaging Dimensions:   Length: 9.74" Width: 6.9" Height: 0.88"
Weight:   1.66 lbs.
Binding  Softcover
Release Date   Aug 26, 2004
Publisher   Springer
ISBN  3540018700  
ISBN13  9783540018704  

Availability  0 units.

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1Books > Special Features > New & Used Textbooks > Business & Finance > Economics
2Books > Special Features > New & Used Textbooks > Business & Finance > Marketing
3Books > Subjects > Business & Investing > Biographies & Primers > Strategy & Competition
4Books > Subjects > Business & Investing > Economics > General
5Books > Subjects > Business & Investing > General
6Books > Subjects > Business & Investing > Management & Leadership > Teams
7Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General

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