Image of Total relationship marketing : marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy

Total relationship marketing : marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy

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Publisher :Butterworth-Heinemann , 2008

This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted - and debated - parts of marketing but are currently undergoing dramatic change.



A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author's refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work.



This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer's value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics.

Series Title
-
Call Number
HF5415.55 .G86 2008
Publisher Place Amsterdam
Collation
xiv, 376p.; 25cm.
Language
English
ISBN/ISSN
9780750686334
Classification
HF5410-5417.5
Media Type
-
Carrier Type
-
Edition
3rd ed.
Subject(s)
Specific Info
-
Statement
Content Type
-

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