Relationship Marketing and Customer Relationship Management - Softcover

Berndt, A.; Tait, M

Softcover

ISBN 10: 1485102642 ISBN 13: 9781485102649

Publisher: Juta Legal and Academic Publishers, 2015

Synopsis

The development of Relationship Marketing (RM) and Customer Relationship Management (CRM) has forced a change in thinking among marketers about the meaning of marketing and its role and function within an organisation. One such change is the way in which organisations relate to their customers. Organisations today need to adopt a more focused approach to interacting with customers while also developing clear strategies for building relationships not only with these customers but with all stakeholders.

About this title

About the Author:

Adele Berndt is Associate Professor in the Department of Marketing and Logistics at Africa Jonkoping International Business School, in Jonkoping, Sweden. Some of her research topics include retail efficiency, environmental concerns and other service-related topics. She has contributed to academic books on relationship marketing and various marketing texts. Madele Tait is Professor and Head of the Department of Marketing Management at Nelson Mandela Metropolitan University. Her fields of research expertise are marketing management, services marketing and relationship marketing. She is the editor and co-editor of and contributor to a number of textbooks.

About this edition

• Publisher: Juta Legal and Academic Publishers
• Publication date: 2015
• ISBN 10: 1485102642
• ISBN 13: 9781485102649
• Binding: Paperback
• Edition number: 3
• Number of pages: 284