Transcription of relationship Marketing Theory - Jeffrey Heilbrunn
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relationship Marketing Theory - Jeffrey Heilbrunn
relationship MarketingROBERT W. PALMATIERMARKETING SCIENCE INSTITUTEC ambridge, MassachusettsContentsForeword AcknowledgmentsExecutive SummaryIntroductionA Theoretical Perspective of RelationshipMarketing 1 What Is relationship Marketing ?DefinitionOverlap with Other Marketing DomainsHistorical Perspective2 How Does relationship Marketing Work?Evolution of relationship Marketing TheoryInterfirm relationship Marketing TheoryInterpersonal relationship Marketing TheoryMultilevel Relationships3 How Do Relationships Change over Time? relationship Lifecycle StagesDynamic View of RelationshipsAn Applied Perspective of RelationshipMarketing 4 Understanding relationship Marketing s Financial Impact Linking relationship Marketing to Financial OutcomesMeasuring Relationships and Financial ImpactCopyright 2008 Robert W. PalmatierPublished by Marketing Science Institute, 1000 Massachusetts Ave.,Cambridge, MA 02138 Printed in the United States of AmericaISBN 0-9657114-9-8 All rights reserved.
Executive Summary Relationship marketing and customer relationship management have taken a central position in marketing strategy in the past two decades.
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