Relationship marketing : perspectives, dimensions and contexts

Relationship Marketing [is] a long-term approach that nurtures customers, employees and business partners.⬠(Masterson and Pickton: Marketing) Identified in the 1980â¬"s, there were some groundbreaking texts in the 1990â¬"s and this text now seeks to draw on the existing literature to present a modern view of Relationship Marketing.Structured in three sections, Perspectives, Dimensions a…

Relationship marketing : Perspectives, dimensions, and contexts.

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Tan 658. 812 Har r