Relationship Marketing : Exploring Relational Strategies in Marketing

Undergraduate and postgraduate students on a general marketing course and specialist service marketing and relationship marketing modules. Also of relevance to marketing practitioners.this book examines relationships in marketing and how these influence modern marketing strategy and practice. Based principally on the concepts and theories surrounding what is generally referred to as 'relationship marketing' , it comprehensively examines the major developments of what has been described as 'marketing' s new paradigm'.