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https://www.riss.kr/link?id=M12272753
Farnham, Surrey, England ; Burlington, VT : Gower Pub., c2008
2008
영어
658.8 판사항(22)
9780566088834 (alk. paper)
0566088835 (alk. paper)
일반단행본
England
Managing market relationships : methodological and empirical insights / Adam Lindgreen.
xvi, 223 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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서점명 | 서명 | 판매현황 | 종이책 | 전자책 구매링크 | ||
---|---|---|---|---|---|---|
정가 | 판매가(할인율) | 포인트(포인트몰) | ||||
Managing Market Relationships (Hardcover) - Methodological and Empirical Insights |
품절 | 167,930원 | 137,700원 (18%) | 6,890포인트 | ||
Managing Market Relationships |
판매중 | 218,660원 | 196,790원 (10%) | 9,840포인트 (5%) |
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자료제공 :
Managing Market Relationships : Methodological and Empirical Insights
"Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions." "Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. The book offers guidance on how to develop, involve, and evaluate management and employees in relationship-building market activities. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing." This comprehensively researched book is essential reading for researchers, those involved in the professional training and development of marketers, and higher level students and practitioners who will want to learn more about relationship marketing, relevant research methodologies and how to use sound managerial mo...