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Relationship Marketing: Management of Customer Relationships

Relationship Marketing: Management of Customer Relationships

by Dr Manfred Bruhn (Author)

  • Used

    Paperback 2002

    $3.42

  • Used

    Paperback 2008

    $3.27
Synopsis

Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic. Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area.

Key Features:

  • Extensive coverage of the current thinking on relationship marketing
  • Examines relationship marketing as a science whilst also covering the practical aspects of implementation
  • Contains many European and American examples of relationship marketing in practice.
  • Clear management approach and systematic structure

$3.42

Save:$59.71 (95%)

Quantity

1 in stock

More Information

Format: Paperback
 Pages: 312
 Edition: 01
 Publisher: Financial Times/ Prentice Hall
Published: 19 Nov 2002
ISBN 10: 0273676016
ISBN 13: 9780273676010

Media Reviews
Reviewers comments: This book represents a significant contribution to the literature and will be of benefit in particular to students who are studying relationship marketing from an academic perspective. The academic material is rigorous and superior to many other texts in this area . Chris Fill, Principal Lecturer in Marketing and Strategic Management, University of Portsmouth~ I've read the book and generally feel this is something I would like to use in my own postgraduate class teaching. I find the book to be very coherent and well managed in terms of breadth and depth of concepts presented and the way they have been blended to produce relevant managerial tools. The chapters are well ordered. The size and contents selection are highly appropriate for a postgraduate book. Sofia Daskou, Lecturer in Marketing, University of Strathclyde.~ The biggest advantages of the book are its detailed grounding in various theoretical approaches, its clear and consistent management approach and its very systematic structure. Much better than many other books about relationship marketing which seem to babble quite a bit about all kinds of related subjects but fail to present a comprehensive framework. Finally, a good sound book about relationship marketing. Wim G Biemans, University of Groningen ~ The concept of relationship marketing reflects a marked change in current thinking. As today's marketplace is enormously more complex than in the past, companies are seeking new approaches to develop customer-oriented strategies. Here, this authoritative exploration of key issues represents a State of the Art contribution to the literature and will benefit not only the academic field, but also practitioners who are involved with planning and executing relationship marketing strategies and activities. Dr. Thomas Middelhoff, CEO, Bertelsmann AG ~ Due to market changes such as globalization, technological advances and changing needs of consumers, companies are recognizing the necessity of customer relationships. The book Relationship Marketing is an invaluable reference for graduate students as well as for managers wishing to improve their knowledge and skills in modern relationship marketing. Dr. Kay Hafner, President and CEO Germany, Wal-Mart, Germany GmbH & Co. KG