Journals Higher Education



Published: 26 February 2009

374 Pages | 80 colour line drawings


ISBN: 9780199211562

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This text is published by OUP Higher Education Division

Chapter 1 Online Resource Centre

Relationship Marketing

Mark Godson

  • Provides a comprehensive treatment of relationship marketing enabling students to gain a detailed understanding of the theories and how these transfer to practice.
  • Covers both relationship marketing and customer relationship management, providing students with a holistic appreciation of how the two subjects are interrelated.
  • Considers how and why relationship marketing might work, as well as exploring instances where it may be less appropriate, ensuring a deeper insight into the subject.

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