This book provides a comprehensive introduction to the key theoretical concepts and models of relationship marketing.
Drawing on existing literature and current thinking, Relationship Marketing explores the different perspectives on the subject and presents them in relation to a range of practical contexts, including the public sector, arts, professional services and virtual communities as well as the more traditional domains of marketing.
- A wide range of learning tools including mini-cases, discussion questions, activities and insights to help facilitate effective learning and provide frequent reinforcement
- Coverage of contemporary issues and topics including technology and virtual communities
- The Contexts section has an extensive range of cases that illustrate relationship marketing in practice. This section is designed to encourage the reader to strengthen and develop their own understanding of the subject
Designed specifically with the student in mind, it is the perfect companion for undergraduate students, postgraduate students and marketing practioners.
Tracy Harwood, Senior Research Fellow and National Teacher Fellow within the Institute of Creative Technologies at De Montfort University
Tony Garry, is a Senior Lecturer in the Department of Marketing at De Montfort University
Anne Broderick, is a Principal Lecturer in the Department of Marketing at De Montfort University