Relationship Marketing : Dialogue and Networks in the E-Commerce Era

Relationship Marketing : Dialogue and Networks in the E-Commerce Era

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 217 p.
  • 言語 ENG
  • 商品コード 9780470843413
  • DDC分類 658.812

Full Description


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

  Preface.
Acknowledgements.
Introduction.
The New Marketing.
Exchange Relationships.
Interaction, Communication, and Dialogue - or
Information?
Relationship Marketing as Managing Trading
Relationships.
The Customer Relationship Management System.
Managing Customer Relationships.
What next?
Index.