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| Regional areas: | 3-4 business days |
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Relationship marketing and customer relationship management presents a dramatic change in the view of the meaning of marketing. The traditional '4 Ps' of marketing have to be reconsidered from a customer-oriented perspective and the transactional marketing approach should focus on customer retention. Also, market segmentation no longer appears to be operating effectively. A paradigm shift is clearly necessary, from marketing to anonymous masses of customers to developing and managing relationships with more or less well-known, or at least somehow identifiable, customers.| By: | Annekie Brink (Author), Adele Berndt (Author) |
| Pages: | 216 |
| Publisher: | Juta Academic |
| Format: | Paperback |
| Isbn: | 0-7021-7739-3 |
| Isbn13: | 978-0-7021-7739-2 |
