Total relationship marketing : marketing strategy moving from the 4Ps--product, price, promotion, place--of traditional marketing management to the 30Rs ... / Evert Gummesson.
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TextPublication details: Oxford ; Burlington : Butterworth-Heinemann / Elsevier, 2008.Edition: 3rd edDescription: xiv, 376 p. : ill. ; 25 cmISBN: - 0750686332
- 9780750686334
- 658.812 22 GUM
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Marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm /
Index : p. 365-376.
Bibliography : p. 345-363.
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