Relationship Marketing: Concepts, Theories and Cases
By Supriya Biswas.
Description
The role of relationship marketing in business has become as significant as maintaining good relationships with various sections of society, especially customers, and is important for achieving organisational objectives. This book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. This second edition has been thoroughly revised and incorporates topics based on emerging concepts in marketing and technology, including the relationship parameter in brand identity, the service recovery paradox, the adversity quotient of relationship managers, the i...
ISBN(s)
8120348753, 9788120348752
