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Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development) - Tapa blanda
Sinopsis
Encyclopaedic coverage on current thinking on total relationship marketing. The author broadens the debate on marketing management beyond the "four P's" by analysing it in terms of 30 key relationships, each of which is illustrated with a case or example.
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Críticas
'Evert Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing phenomena. Everywhere one turns, we see relationships. Each company must identify the key success relationships in its business and manage them optimally.'
Philip Kotler.
Distinguished Professor of International Marketing, Northwestern University, USA.
'The ideas of Gummesson's book will be trend-setting realities in the new context of today's business, characterized by networks and relationships. Particularly important for all managers, whether they are responsible for specific marketing aspects of a firm's value creation, or whether they are general managers.'
Dr. Peter Lorange
President IMD and The Maucher Nestle Professor, Lausanne, Switzerland.
'A company's network of relationships is part o fits intellectual capital - many times as valuable as its financial capital - and it is pivotal for business success. In this seminal book, the reader is taken on a truly insightful tour of relationship marketing. Do as the author says: Put on the 'relationship eye-glasses' and rethink your marketing!'
Leif Edvinsson
Vice President and Corporate Director of Intellectual Capital, Skandia, co-author of the bestseller Intellectual Capital and winner of the 1998 Brain of the Year award.
'Evert Gummesson is a pioneer in the field of relationship marketing. He is an original and stimulating thinker whose insights and ideas are essential reading for anyone who is seeking to understand the role of marketing in a rapidly changing global environment. This book is an important contribution to the literature of marketing.'
Dr. Michael J. Baker
Foundation Professor of Marketing, University of Strathclyde; President of the Academy of Marketing; Dean of the Chartered Institute of Marketing's Academic Senate.
'Evert Gummesson invites readers to think about relationship marketing in new and exciting ways. This is a fascinating, worthwhile book.'
Dr. Leonard L. Berry
J.C. Penney Professor of Retailing and Professor of Marketing, Texas A&M University, USA.
'For the Lufthansa Group the management of multiple relationships in marketing is currently one of the principal issues. This book clearly shows the critical role of relationships for the enhancement of profits.'
Thomas Sattelberger
Corporate Senior Vice President, Lufthansa, Germany.
Reseña del editor
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing.
The author shows that relationship marketing represents a dramatic change in marketing thinking- a paradigm shift. As an alternative to the 4Ps of traditional marketing management (Product, Price, Promotion and Place) the book offers thirty relationships, the 30Rs, that are fundamental to the marketing activities of every business.
The authoritative treatment covers the key relationships businesses experience; from those with customers (both internal and external) and competitors, to government and the media. The book is-
· Highly informative and practical in style.
· A powerful analysis of modern relationship marketing
· An in depth analysis of each key relationship
· Packed with examples and cases from real companies
A major contribution to marketing thought internationally the book has already won the Swedish Marketing Federation's award for best marketing book of the year. It is an essential resource, text and reference for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Total Relationship Marketing is not a description of relationship marketing techniques and strategies but a broader analysis of marketing management seen as relationships, networking and interaction
Encyclopaedic in coverage providing a wide overview of the present state of thinking in this field making it ideal as both a text and a manual
Written by one of Europe's leading marketing thinkers
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Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development)
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Total Relationship Marketing : From the 4PS of Traditional Marketing Management to the 30RS of the New Marketing Paradigm
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Total Relationship Marketing
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Total Relationship Marketing
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Total Relationship Marketing : From the 4PS of Traditional Marketing Management to the 30RS of the New Marketing Paradigm
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Total Relationship Marketing (CIM Professional Development) Gummesson, Evert
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