Cover -- Zum Inhalt / Zum Autor -- Titel -- Vorwort -- Inhaltsverzeichnis -- Schaubildverzeichnis -- 1. Grundlagen des Relationship Marketing -- 1.1 Bedeutung und Entwicklung des Relationship Marketing -- 1.2 Begriff und Merkmale des Relationship Marketing -- 1.3 Anwendungsbereiche des...

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.' - Valarie Zeithaml, UNC Kenan-Flagler...

This illuminating Handbook presents the state-of-the-art in the scientific field of experience economy studies. It offers a rich and varied collection of contributions that discuss different issues of crucial importance for our understanding of the experience economy. Each chapter reflects...