Relationship Marketing and Customer Relationship Management

This 2nd edition provides new perspectives on the meaning of marketing. Relationship marketing (RM) and Customer relationship management (CRM) both represent a paradigm shift in traditional marketing thinking. This means moving away from marketing to anonymous masses to developing and managing relat [...]
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This 2nd edition provides new perspectives on the meaning of marketing. Relationship marketing (RM) and Customer relationship management (CRM) both represent a paradigm shift in traditional marketing thinking. This means moving away from marketing to anonymous masses to developing and managing relationships with identifiable customers and stakeholders.