Preface -- Introduction -- The search for customer loyalty -- The wheel of loyalty -- Building a foundation for loyalty -- Strategies for developing loyalty bon

Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of

Preface Corporations that achieve high customer retention and high customer profitability aim for: The right product (or service), to the right customer, at the

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a la

Due to the growth of internet and mobile applications, relationship marketing continues to evolve as technology offers more collaborative and social communicati