Overview of Relationship Marketing: Concepts, Theories and Cases Book

The role of relationship marketing in business has become as significant as maintaining good relationships with various sections of society, especially customers, and is important for achieving organisational objectives. This book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. This second edition has been thoroughly revised and incorporates topics based on emerging concepts in marketing and technology, including the relationship parameter in brand identity, the service recovery paradox, the adversity quotient of relationship managers, the impact of social networking on customer relations, and the applications of cloud and mobile computing in the practice of relationship marketing. This new edition includes contemporary case studies - Toyota logo; removing pain points: how Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages; and mobile computing in insurance u that provide a practical orientation to the text and help students to understand concepts in a real-world situation. Intended as a textbook for the postgraduate students of management, the book will also be useful for relationship managers, executives, and sales and marketing professionals.

• Book Type :

Business & Finance

• Book Binding :

Paperback

• Language :

English

• Number of Pages :

480 pages

• ISBN - 10 :

8120348753

• Relationship Marketing: Concepts, Theories and Cases Published On :

31-Oct-14

• Resource:

Textbooks, Business & Finance for Students and Professionals

Disclaimer:

• Relationship Marketing: Concepts, Theories and Cases Book is not for reading online or for free download in PDF or eBook format.
• Table of Contents,Index,Syllabus,summary and image of Relationship Marketing: Concepts, Theories and Cases book may be of a different edition or of the same title.
• Price can change due to reprinting, price change by publisher or sourcing cost change for imported books.