Relationship marketing: Strategy and implementation
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This book completes a trilogy that began in 1991 with Relationship Marketing, which was one of the first attempts to define the newly emerging concept from which the book took its name. Following this in 1995 the current team of authors produced a companion volume of selected readings, Relationship Marketing for Competitive Advantage. These readings were chosen to provide a broad, multifaceted view of the by now rapidly developing arena of Relationship Marketing. Such has been the interest amongst teachers and students of Relationship Marketing that we felt it appropriate to augment these first two volumes with a third, this time constructed around a number of case studies and case histories.