Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention
Edición de la obra Relationship marketing
| Autor | Thorsten Hennig-Thurau, Ursula Hansen |
|---|---|
| Editorial | Springer |
| Fecha de publicación | March 15, 2000 |
| Idioma | inglés |
| Páginas | 459 |
| Formato | Hardcover |
| ISBN-13 | 9783540669425 |
| ISBN-10 | 3540669426 |
| OCLC | 43050108 |
| LCCN | 99087534 |
| Número de Cutter | H516r |
|---|
"We are witnessing a core shift in the focus of marketing away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economics value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing and considers related strategic and instrumental issues."--Jacket.