Total relationship marketing / Evert Gummesson.
Material type:
TextLanguage: English Publisher: Boston, MA : Butterworth-Heinemann, 1999Edition: 3a. ediciónDescription: xiii, 281 páginas : ilustraciones ; 25 cmContent type: texto Media type: sin mediación Carrier type: volumenISBN: 9780750686334Subject(s): Mercadeo relacionalDDC classification: 658.812 Online resources: Publisher description | Table of contents
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General | 658.812 / G855t 2008 (Browse shelf(Opens below)) | Ej. 1 | Available (Sin restricciones) | 7101021474 |
En contraportada : marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the 30 relationships - of the new marketing paradigm incorporating service dominant logic, B2C, B2B, C2C, CRM, many to many marketing, and the value creating network society.
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