Relationship Marketing: Management of Customer Relationships

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Prentice Hall, 2003 - Business & Economics - 289 pages
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This work examines the current debates within relationship marketing to develop a theoretical and conceptual underpinning to the topic. Developing relationship marketing as a management methodology, the text examines the discussions at the forefront of relationship marketing including the first English translation of the German research in this area.

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About the author (2003)

Manfred Bruhn is Professor of Marketing and Business Administration at the School of Economics and Business Management, University of Basel, Switzerland.

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