This title explores the growing concept of relationship marketing,
defined as the process of creating, maintaining, and enhancing strong,
value-laden relationships with customers and other stakeholders.
Relationship Marketing explores the concept in theory and practice for
use in the e-commerce era. The book offers an understanding of
relationship marketing as a business strategy within a framework that
integrates marketing, e-commerce, corporate communications, and
knowledge management.
"Relationship Marketing: Dialogue and
Networks in the E-Commerce Era is based on ten years of consulting
experience and academic study. The unique contribution of this book is
the particular and careful emphasis on the understanding of human
trading relationships as central to relationship marketing.
Contemporary Relationship Marketing is explained as a business strategy
within a management framework that integrates marketing, e-commerce,
corporate communication, and knowledge management. A reconsideration of
relationship marketing in the light of recent innovative thinking and
the emerging new economy presents the other side of the coin -
communication as the mode of inter-action, and relationships as the
shared context for meaning-making. This book develops the management
framework for responsive and responsible communicative interaction in
an integrated corporate management system. The question of information
& communication technology (ICT) as enabler and facilitator of
Relationship Marketing is addressed, using a varied range of case
studies to illustrate developments in principle, policy, and practice.
This title is particularly relevant for students taking advanced
undergraduate, MBA and MSc courses on relationship marketing, marketing
management and service management.
Management and Marketing is a language practice book for students of English working in these areas or currently studying them before embarking on a career in business.It is suitable for all students at intermediate level and above. While covering basic concepts, the material
is adult and covers all the basic language needed by anyone involved in business management. That's a goooooood one! :)
A. Ivanovic, P.H. Collin “Dictionary of Marketing"
Bloomsbury Publishing PLC | 2003-07-07 | ISBN:0747566216 | PDF | 304 pages | 3,8 Mb
From market research and packaging to TV advertising and publicity, all aspects of marketing are defined and explained in this overview of marketing terminology. Useful supplements in this updated edition include SWOT (strengths, weaknesses, opportunities, and threats) analyses and a sample print specification form.
Philip Kotler, «Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know»
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike
In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.
Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
The International Dictionary of Marketing offers definitions of everyday marketing terms and jargon, plus in-depth explanations of marketing practices and procedures.
This approach includes detailed observations and comment, making it an essential - and practical - guide for experienced professionals as well as trainees and student
Management and Marketing is a language practice book for students of English working in these areas or currently studying them before embarking on a career in business.It is suitable for all students at intermediate level and above. While covering basic concepts, the material
