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Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships /

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Dettagli Bibliografici
Autori principali: Malhotra, Naresh K. (Autore), Uslay, Can, 1973- (Autore), Bayraktar, Ahmet (Autore)
Natura: Elettronico eBook
Lingua:inglese
Pubblicazione: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edizione:First edition.
Serie:Marketing strategy collection.
Soggetti:
Relationship marketing.
B2B relationships
B2C relationships
customer lifetime value
customer loyalty
customer relationship management
customer satisfaction
electronic relationship marketing
internal marketing
loyalty and rewards programs
mindful relationship marketing
relationship marketing
value cocreation
Accesso online:An electronic book accessible through the World Wide Web; click to view
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Sommario:
  • 1. Introduction
  • 2. What is relationship marketing?
  • 3. B2B relationship marketing
  • 4. B2C relationship marketing
  • 5. Internal relationship marketing
  • 6. Building brand equity through relationship marketing
  • 7. Customer relationship management analytics
  • 8. Future of relationship marketing
  • Notes
  • References
  • Index.

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