Harwood, Tracy,
Relationship marketing : perspectives, dimensions and contexts / Tracy Harwood, Tony Garry and Anne Broderick. - xxii, 242 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
This book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing. Drawing on existing literature and current thinking, Relationship Marketing explores the different perspectives on the subject and presents them in relation to a range of practical contexts, including the public sector, arts, professional services and virtual communities as well as the more traditional domains of marketing.
0077114221 (paperback) 9780077114220 (paperback)
Relationship marketing.
HF5415.55 / .H37 2008
Relationship marketing : perspectives, dimensions and contexts / Tracy Harwood, Tony Garry and Anne Broderick. - xxii, 242 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
This book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing. Drawing on existing literature and current thinking, Relationship Marketing explores the different perspectives on the subject and presents them in relation to a range of practical contexts, including the public sector, arts, professional services and virtual communities as well as the more traditional domains of marketing.
0077114221 (paperback) 9780077114220 (paperback)
Relationship marketing.
HF5415.55 / .H37 2008