The main theme of this edition is how to build and retain B2B and B2C marketing relationships in the value chain, both off-line but increasingly also on-line.Ĭonsequently, an important aspect of this edition is the strengthening of the on-line theme (social media, e-commerce etc.) which is now incorporated in all the chapters and in many cases and exhibits. Marketing Management, 3rd edn: A Relationship Approach, 3rd Edition. Management and Organisational Behaviour. ![]()
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