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Relationship Marketing

Relationship Marketing
by Robert W. Palmatier

Publisher: Marketing Science Institute 2008
ISBN/ASIN: 0965711498
ISBN-13: 9780965711494
Number of pages: 172

Explores the theoretical underpinnings of relationship marketing and offers insight into important managerial issues: understanding the financial impact of relationship marketing, building and maintaining strong relationships, targeting and adapting relationship marketing strategies, and improving performance through best practices. Outlines future research directions and topics.

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