Relationship marketing

de Thorsten Hennig-Thurau, Ursula Hansen

"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.