Relationship Marketing : Dialogue and Networks in the E-Commerce Era
Richard J. VareyISBN: 0470843411; 9780470843413;
Book DescriptionThis title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management. Download Description"Relationship Marketing: Dialogue and Networks in the E-Commerce Era is based on ten years of consulting experience and academic study. The unique contribution of this book is the particular and careful emphasis on the understanding of human trading relationships as central to relationship marketing. Contemporary Relationship Marketing is explained as a business strategy within a management framework that integrates marketing, e-commerce, corporate...