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'The authors provide an innovative and stimulating perspective on relationship marketing and offer a new angle on the issues facing organizations today in managing customer and client relations. By adopting a consumer experience perspective, it provides not only new insights into the subject but also offers readers a highly applied framework for exploring the contribution of relationship marketing to organisational performance. It should be essential reading for anyone interested in relationship marketing, whether practitioner, academic or student' -
Fantastic book. My students have benefited lots from it. I would definitely recommend it.
A very informative book discussing the critically important concept of relationship marketing in the contemporary world.
A very current up to date and useflu study text to engage and develop student thinking into building long term customer relationships both in Consumer and more so B2B market-places Noted to other tutor colleagues
This book is very excellent in terms of its depth and discussion with regards to customer management.
Chapter 2 of this book is a great source for lively discussions in the seminar. This helps students great to reflect and thereby enter the topic's field. Chapter 3 is the textual basis for a practical project where students have to analyze an existing company's CRM. Chapters 5 to 8 are great for different sessions of this program and are a recommended item of this seminar's literature. Chapter 9 is excellent and is used as the starting point for a couple of final seminar papers!
This is a good addition to students core texts.
Course has been placed on hold. Nothing wrong with the text book.
This is a very good book that will allow the MSc students to gain a deeper understanding of relationship marketing.
Useful text for level 5 and 6 business students
