Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

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Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require. PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS