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Relationship Marketing: Theory and Practice by Francis A. Buttle

Relationship Marketing: Theory and Practice

by Francis A. Buttle
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Book cover type: Paperback
  • ISBN13: 9781853963131
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications UK
  • Publisher Imprint: Sage Publications UK
  • Publication Date:
  • Pages: 214
  • Original Price: USD 140.0
  • Language: English
  • Edition: N/A
  • Item Weight: 309 grams
  • BISAC Subject(s): Marketing / General

This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don′t argue. Just read the book!′ - Evert Gummesson, Stockholm University

By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing.

The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.

CONTRIBUTORS AFFILIATIONS:

Neil Carruthers Manchester Business School

Tony Conway University College, Salford

Gary Davies Manchester Business School

Christine Ennew University of Nottingham

David Gilbert University of Surrey

Suzanne Gilpin Manchester Metropolitan University

Mary Hartley University of Nottingham

Christopher P Holland Manchester Business School

Paul Michell Manchester Business School

Brian Moores

JohnA Murphy Manchester Business School

Peter Naude Manchester Business School

Javier F Reynoso Graduate School of Business Administration, ITESM, Monterrey, Mexico

Charles Schell Manchester Business School

Steve Worthington Staffordshire University Business School

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