Description |
xi, 226 p. : ill. ; 24 cm. |
Bibliography |
Includes bibliographical references (p. 217-220) and index. |
Contents |
Industry, retail, or the consumer : who controls the market? -- How much is each customer worth? -- Relationship strategies to win over and keep customers -- The new integrated communication scenario based on relationship-marketing strategies -- Creating results -- Relationship marketing in action -- Database intelligence -- Financial analysis : the unquestionable proof of the results -- Successful cases -- The future of marketing communication. |
Subject |
Consumers.
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Marketing.
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Customer relations.
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Added Author |
Pomeranz, Ricardo.
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ISBN |
0071497048 (alk. paper) |
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9780071497046 (alk. paper) |
Standard No. |
NLGGC 310678684 |
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NZ1 12532631 |
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AU@ 000042769806 |
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