The new edition includes a wide range of examples to illuminate the real world relevance of concepts.
It retains its informed coverage of the most recent and important literature, as well as clearly organising and structuring the book around its core themes. Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'.Įstablished as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject.
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