| Description |
xi, 226 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 217-220) and index. |
| Contents |
Industry, retail, or the consumer : who controls the market? -- How much is each customer worth? -- Relationship strategies to win over and keep customers -- The new integrated communication scenario based on relationship-marketing strategies -- Creating results -- Relationship marketing in action -- Database intelligence -- Financial analysis : the unquestionable proof of the results -- Successful cases -- The future of marketing communication. |
| Subject |
Consumers.
|
|
Marketing.
|
|
Customer relations.
|
| Added Author |
Pomeranz, Ricardo.
|
| ISBN |
0071497048 alkaline paper |
|
9780071497046 alkaline paper |
|
