| Autor: |
Tait, Madéle, Berndt, Adele |
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| Popis: |
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 known, or at least identifiable, customers. |
| Databáze: |
eBook Index |
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