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Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention [Hardcover]

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Item description for Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention by Thorsten Hennig-Thurau...

The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing in practice.
"This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require."
Prof. Philip Kotler, Northwestern University, Illinois



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Item Specifications...


Pages   459
Est. Packaging Dimensions:   Length: 9.2" Width: 6.2" Height: 1.3"
Weight:   1.7 lbs.
Binding  Hardcover
Release Date   Mar 15, 2000
Publisher   Springer
ISBN  3540669426  
ISBN13  9783540669425  


Availability  61 units.
Availability accurate as of Jan 21, 2017 04:48.
Usually ships within one to two business days from La Vergne, TN.
Orders shipping to an address other than a confirmed Credit Card / Paypal Billing address may incur and additional processing delay.


More About Thorsten Hennig-Thurau


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Product Categories

1Books > Special Features > New & Used Textbooks > Business & Finance > Marketing
2Books > Subjects > Business & Investing > General
3Books > Subjects > Business & Investing > Industries & Professions > Customer Service
4Books > Subjects > Business & Investing > Management & Leadership
5Books > Subjects > Business & Investing > Marketing & Sales > Advertising
6Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General



Reviews - What do customers think about Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention?

Great collection of writings  Jun 21, 2008
This book presents a great review of writings on the subject of Relationship Marketing. It has been quite helpful for my Masters Thesis
 
I loved this book  Jan 19, 2003
Scholarly, objective, well-written group of essays about loyalty by a number of writers on both sides of the Atlantic. Highly recommended.
 

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