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Relationship Marketing and Customer Relationship Management - Annekie Brink (Author), Adele Berndt (
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Relationship Marketing and Customer Relationship Management - Annekie Brink (Author), Adele Berndt (

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Product details

Condition
New
Location
International
Product code
9780702177392
Bob Shop ID
32498269
This item is sold brand new. Usually dispatched within 4 days - 1½ weeks

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

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