Cheat Codes: Relationship Marketing : Through a Literature Review & Practical Guidance by Damien Houlihan
English | 2022 | ISBN: N/A | ASIN: B0BQCQC3TD | 77 pages | EPUB | 0.21 Mb
The world of marketing and how best to maximise customer value offers multiple practices with none more prevalent than relationship marketing. A favourite of marketing and MBA professors worldwide but an often misunderstood and misused practice.
By tracking the most recent, relevant literature on the topic Cheat Codes: Relationship Marketing offers guidance to students and business practitioners on the use of relationship marketing to maximise customer lifetime value.
Covered in the book are:The development of relationship marketingThe differences between transaction and relationship marketingThe suitability of relationship marketing to organisationsThe limitations of relationship marketingRelationship marketing's relevance to customersThe role of technology in relationship marketingThe process of relationship development, maintenance and enhancementAn identification and explanation of the key constructs affecting performanceAn examination of stakeholders beyond customersRelationship marketing in consumer marketsPacked with academic references & supporting documentation, this is ideal for students looking to study relationship marketing and for business leaders looking to enhance the performance of their relational marketing efforts.
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