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Relationship Marketing: Bringing Quality, Customer Service and Marketing Together - Couverture souple

Christopher, Martin; Payne, Adrian; Ballantyne, David

 
9780750609784: Relationship Marketing: Bringing Quality, Customer Service and Marketing Together

Synopsis

The strategic emphasis in this book is as much on keeping customers as on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which bring the customers back for more. Relationship marketing emphasizes both quality and customer service and how these can be managed towards closing the "quality gap" between what customers expect and what they get.

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