Relationship Marketing

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Relationship Marketing

ISBN : 9780750609784
Publisher : Butterworth-Heinemann Ltd
Author(s) :
Overview The strategic emphasis in this book is as much on keeping customers as on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which bring the customers back for more. Relationship marketing emphasizes both quality and customer service and how these can be managed towards closing the "quality gap" between what customers expect and what they get.

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