TY  - BOOK
AU  - Godson,Mark
TI  - Relationship marketing
SN  - 9780199211562 (pbk.) :
AV  - HF5415.55 .G65 2009
PY  - 2009///
CY  - Oxford
PB  - Oxford University Press
KW  - Relationship marketing
KW  - Relatiemarketing
KW  - gtt
N1  - Includes bibliographical references and index; Pt.1. Identification-Origins and extend of relationship marketing; 1. Background and theory -- Pt.2. Investigation and interpretation-Customer relationships; 2. The nature of relationships, 3. The significance of customer retention, 4. Customer loyalty and involvement, 5. Customer relationship management (CRM) -- Pt.3. Investigation and interpretation-Other relationships; 6. Electronic relationships, 7. External relationships, 8. Supplier relations, 9. Internal relationships -- Pt.4. Implications-For organizations and the future; 10. The management of relationships, 11. The future of relationships marketing
ER  -