Relationship Marketing - Softcover

Godson, Mark

Softcover

ISBN 10: 0199211566 ISBN 13: 9780199211562

Publisher: Oxford University Press, USA, 2009

Synopsis

Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guiness and Metro.

The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organizations and for the future.

Online Resource Center

For lecturers:
Answers to case and discussion questions
PowerPoint slides

For students:
Internet exercises
Web links
Extra case material
Flashcard glossary

About this title

Product Description:

Unusual book

About the Author:

Mark Godson is Principal Lecturer in Marketing at Ilam University.

About this edition

• Publisher: Oxford University Press, USA
• Publication date: 2009
• ISBN 10: 0199211566
• ISBN 13: 9780199211562
• Binding: Paperback
• Number of pages: 361