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Relationship marketing / Robert W. Palmer

Main Author Palmatier, Robert W. Publication Cambridge : Marketing Science Institute, cop. 2008 Description xiv, 142 p. ; 23 cm Series Relevant knowledge series ISBN 978-0-9657114-9-4 Topical name Marketing relacional CDU 658.81
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Holdings
Item type Current location Call number Status Notes Date due Barcode Item holds
Book Biblioteca Universidade Europeia (Lispólis)
658.81 PAL Available Doação Pinto e Castro UE23531
Total holds: 0

Contents

A theoretical perspective of relationship marketing

1. What is relationship marketing?
2. How does relationship marketing work?
3. How do relationships change over time?

An applied perspective if relationship marketing

4. Understanding relationship marketing's financial impact
5. Building and maintaining strong relationships
6. Targeting and adapting relationship marketing strategies
7. Enhancing performance through best practice
8. Future research directions and topics

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