Strategic Relationship Marketing | 1:a upplagan

"Strategic Relationship Marketing" expands upon the assumption that economic effectiveness and quality in customer relationships is the key to gaining competitive advantage. The book presents a new relationship economic framework and integrates it with principles of governing structures, customer loyalty and driving market forces. Out of this integration of standard marketing principles and relationship marketing comes new strategic typologies and paradigms that promote the understanding of relationship dynamics and gives the reader tools for identifying and implementing these strategies. This book will be valuable to business managers as well as students, researchers and consultants.