Total relationship marketing : marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships-- of a new marketing paradigm
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| Format: | Book |
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Oxford Boston, MA :
Butterworth-Heinemann ,
c2002
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| Edition: | 2nd ed |
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| Online Access: | Table of contents |
Table of Contents:
- 1.Rethinking marketing
- 2. Classic market relationships
- 3. Special market relationships
- 4. Mega relationships
- 5. Nano relationships
- 6. Do RM and CRM pay?
- 7. RM, the network organization and the network society
- 8. The genesis of RM and CRM
- 9. In conclusion - RM and CRM provide a paradigm shift!