Relationship Marketing: Building Customer Satisfaction and Customer Loyalty to Win Competitive Advantage

Author: (German) Sosthenes Henning-Soro
Publisher:
Publish Date: 2003-05-01
Features: This book makes a landmark contribution by collecting the new ideas of relationship marketing today and explaining them with specific examples of companies implementing relationship marketing in industries such as the automotive manufacturing, electronics consumer goods manufacturing, and public utilities sectors. I highly recommend this book to all companies that want to know how to succeed in the future. A truly classic management book written by a "multinational force." As we entered the new millennium, we saw the shift in marketing's focus from transactional marketing to relationship marketing. Businesses began to recognize the economic value of stable, long-term customer relationships built on customer satisfaction, trust, commitment, and loyalty. This book revolves around the fundamental theories and new developments of this rapidly evolving field, providing successful case studies of relationship marketing practices and exploring related strategic and tool issues. The authors include internationally renowned marketing scholars and leaders in the practice of relationship marketing.
Reader Reviews: The book makes a landmark contribution by collecting the new ideas of relationship marketing today and explaining them with specific examples of companies implementing relationship marketing in industries such as the automotive manufacturing, electronics consumer goods manufacturing, and public utilities sectors. This book is beneficial for all individuals who want to know how to succeed in the future.