Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside "Relationship Marketing": bringing quality, customer service and marketing together' and "Relationship Marketing for Competitive Advantage": winning and keeping customers', this new title provides readers with insights into marketing in the 21st century. A major addition to relationship marketing literature, it supports the relationship marketing titles that we already publish successfully. The author team is amongst the UK's leading authorities in the sector.
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