Relationship Marketing

Relationship Marketing

Written by: Thorsten Hennig-Thurau

  • Publisher: Springer Science & Business Media
  • Publish Date: 2000-01-24
  • ISBN-10: 3540669426
  • ebook-relationship-marketing.pdf

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Book Summary

The new focus of marketing is to shift away from transactional marketing and towards relationship marketing. Companies are realizing the economic value of stable, long term customer relationships based on a high degree of customer satisfaction, trust commitment and loyalty. The authors provide examples of successful relationship marketing in practice and give an overview of the fundamentals.

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