Journals Higher Education
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Published: 27 April 2009

425 Pages | 80 color line drawings

ISBN: 9780199211562

Bookseller Code (06)

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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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