Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationshi

There is more and more evidence that shows economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. T

This title examines relationships in marketing and how these influence modern marketing strategy and practice. It analyzes the differences and similarities betw

Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this