TY  - BOOK
AU  - Mark Godson
TI  - Relationship Marketing
SN  - 9780199580842
U1  - 658.812  M3401 M 
PY  - 2013///
CY  - South Asia
PB  - Oxford University Press
N1  - The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future
ER  -