Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships

Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.

1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship marketing -- Notes -- References -- Index.

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Year of publication:	2016 ; First edition.
Authors:	Malhotra, Naresh K. ; Uslay, Can ; Bayraktar, Ahmet
Publisher:	New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press
Subject:	Beziehungsmarketing \| Relationship marketing \| Lieferantenmanagement \| Supplier relationship management

Extent:	1 online resource (xii, 162 pages)
Series:	Marketing strategy collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-1-63157-434-4 ; 978-1-63157-433-7 ; 978-1-63157-433-7
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012683000