Managing Market Relationships
Methodological and Empirical Insights
Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage. Despite this, the benefits of relationship marketing remain uncertain, and efforts in this arena often fail. Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through…
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Produktdetails
- ISBN: 978-1-351-15331-7
- EAN: 9781351153317
- Produktnummer: 25314101
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 246 S.
- Plattform: PDF
- Masse: 1'857 KB
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