Relationship Marketing and Customer Relationship Management

by Adele Berndt (Editor), Madele Tait (Editor)

Written with undergraduate and postgraduate students in mind, this second edition provides new perspectives on the meaning of marketing. Delineating the basic principles of Relationship Marketing (RM) and Customer Relationship Management (CRM), this reference offers guidelines for planning and implementing CRM strategy. It argues that companies should move away from marketing to anonymous masses and toward developing and managing relationships with identifiable customers and stakeholders.

250 pages, Paperback

First published March 1, 2012