This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. "Relationship Marketing" explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.
Table of Contents
The New Marketing.
Interaction, Communication, and Dialogue - or
Relationship Marketing as Managing Trading
The Customer Relationship Management System.
Managing Customer Relationships.