Total relationship marketing : marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships-- of a new marketing paradigm
معرفی کتاب «Total relationship marketing : marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships-- of a new marketing paradigm» نوشتهٔ Evert Gummesson، منتشرشده توسط نشر Routledge در سال 2002. این کتاب در فرمت pdf، زبان انگلیسی ارائه شده است.
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.
a Major Contribution To Marketing Thought Internationally, This New Edition Of Gummesson's Seminal Title Presents A Powerful And In Depth Analysis Of Modern Relationship Marketing. Highly Informative, Practical In Style, And Packed With Examples And Cases From Real Companies, It Is An Essential Resource For All Serious Marketing Practitioners As Well As Both Undergraduate And Postgraduate Students.
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not To Mention The Three Tsthe (slightly) Different Titles On The Cover, The Title Page, And The Copyright Page. Evert (management And Marketing, Stockholm U.) Introduces The Concept Of Relationship Marketing, Characterizing It As A Paradigm Shift In Thinking About Marketing. The Relationships He Urges Readers To Pay Attention To Include Internal And External Customers, Competitors, Government, And The Media. The Book Won The Swedish Marketing Federation's Award For Best Of The Year And Should Be Accessible To Graduates And Undergraduates As Well As Practitioners. Annotation C. Book News, Inc., Portland, Or (booknews.com)
Gummesson provides encyclopaedic coverage on current thinking on total relationship marketing. He broadens the debate on marketing management by analysing it in terms of relationships, networking and interaction