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ISBN: 1412908663Издательство: SAGE Publications
Год издания: 2005
Book DescriptionThis collection is a long-awaited one-stop resource that draws together all the important readings on the origins, development and future of Relationship Marketing. With classic and contemporary writings from influential figuresin the field, this landmark work explores the theory and practice of Relationship Marketing. Papers map out past and present research and pose exciting questions about Relationship Marketing's future. This definitive collection includes 59 articles and is accompanied by an insightful introduction that draws together key issues. A concise rationale behind the selection of papers is also provided. The SAGE Library in Business and Management is a first-class series of major works that brings together the most influential and field-defining articles, both classical and contemporary, in a number of key areas of research and inquiry in Business and Management. Each...