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Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers.Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal t ...more
Published November 10th 2002 by Routledge
(first published October 30th 2002)
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