Malhotra, Naresh K.; Uslay, Can; Bayraktar, Ahmet - 2016 - First edition.
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. …